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September 2012

TFI News
A free fashion industry newsletter

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Toronto Fashion Incubator (TFI)
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September 2012
Volume 20, Issue 5

1. Toronto Celebrates Fashion’s Night Out
2. White Cashmere Collection
3. Developing Your Brand’s Visual Identity
4. Right On Target
5. Holt Renfrew Expands
6. Scene & Heard
7. Top Picks
8. Upcoming TFI Events
9. Share Your News With TFI
10. Fashion Calendar
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1. Toronto Celebrates Fashion’s Night Out
By Gail McInnes

While the red carpets were lining the streets outside of movie theatres around the city for the opening night of the Toronto International Film Festival, the fashion industry and its fans were buzzing about and scheduling their tour of the city’s official Fashion’s Night Out (FNO).

A collaboration between American Vogue, the Council of Fashion Designers of America, NYC & Company and the City of New York, FNO launched in 2009 in the midst of the recession as a way to increase the buzz about fashion and boost retail sales. Now, 18 countries around the world participate in the annual late-night shopping event drawing celebrities, fashion personalities, and tens of thousands of eager shoppers.

For their first FNO event, the Toronto Fashion Incubator (TFI) partnered with TNT and MasterCard for The Shopping Soirée at Shops at Hazelton Lanes. Transforming the shopping centre’s Oval Square into part styling lounge and part pop-up shop, over 1,500 people came through enjoying hair styling from Redken, makeup touch ups from Maybelline in the MasterCard Stylicity Lounge, fashion and beauty advice from Flare magazine editors, photo ops with fashion icon Jeanne Beker, and cocktails from Skyy Vodka, Appleton Estates and Blackfly coolers. Participating TFI designers included:

• Bangers & Mash - www.bangersandmashgear.com
• Bijouxbead - www.bijouxbead.com
• Espiritu Folk - www.espiritufolk.com
• Hortense Salvatore - www.hortensesalvatore.com
• Kania Couture - www.kania.ca
• Laborde Designs - www.labordedesigns.com
• Miranda Designs - www.mirandadesigns.ca
• Seru - www.seru.ca
• Sneha Varma Ventures Inc.

Making a special appearance in-store at TNT were TFI New Labels winner Sid Neigum, as well as TFI New Labels finalists [blak]-i and Jameson Kane. 10% of all sales from TNT and TFI were donated to the Elton John AIDS Foundation and the AIDS Committee of Toronto. One lucky winner who spent over $500 also received two VIP tickets to Fashion Cares 25.

Various FNO shopping events took place all across the city. Holt Renfrew celebrated its 175 anniversary with a street party on Bloor Street West. INTERMIX treated guests to makeup applications by ILIA beauty and champagne. Designer Monica Mei opened Aime, her Davenport Road showroom boutique, with a back patio party. Online retailer eLUXE invited guests to its headquarters where Smythe and Rebekah Price offered their wares with branded treats and DJ sets by Rory Them Finest, Watt Milson and FASHION magazine’s Randi Bergman. THE BAZAAR by RAC Boutique took over The Burroughes Building on Queen West where over 1,500 guests, including actor Adrian Grenier, shopped from a wide variety of retailers from across the city, including Gotstyle, Lab Consignment, Drake General Store, Psalms:911, Vocado, Elle Hardware, Magic Pony, Chloe Comme Parris, 69 Vintage, and Travis Taddeo. Events also took place in The Eaton Centre and Yorkdale Mall.

Despite FNO’s successful attendance, WWD reports that some NYC retailers weren’t sure whether they would participate next year.
Find out more about Fashion’s Night Out in Toronto at www.fno-toronto.com.

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2. White Cashmere Collection
Fashion with compassion and a chance to win a $2,500 shopping spree

By Gail McInnes

On Wednesday, September 19th, the recently made-over Arcadian Court in Toronto was filled with fashion media and influencers for one of the fashion calendar’s biggest events: a show of outfits and accessories made entirely of bathroom tissue. The ninth annual White Cashmere Collection: Fashion with Compassion featured 15 designer items from the likes of Izzy Camilleri, Ashanti, LABEL, Laura Siegel, Cara Cheung, MMCrystal, Karen McFarlane, and Town Shoes. Pieces included ballgowns, cocktail dresses, accessories and, for the first time, shoes and children’s wear.

The show was hosted by Canada AM host Beverly Thompson, a cancer survivor, curated by Canadian designer Farley Chatto, and featured a guest model appearance by Angela Smith, fashion producer for The Marilyn Dennis Show.

The public can support the cause through the Vote Couture for the Cure™ program at facebook.com/cashmere until November 19 where they can vote for their favourites, with Cashmere donating $1 per vote (up to $10,000) to the Canadian Breast Cancer Foundation (CBCF). Four lucky voters will win shopping sprees of $2,500 each. The show starts the annual monthly sales of the limited-edition Pink Cashmere bathroom tissue during October Breast Cancer Awareness Month, where $0.25 of each package will be donated to the CBCF.

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3. Developing Your Brand’s Visual Identity
Of necessity, fashion is a visual field. But not all of us are as clear about the visual identity of our brands as we should be. On Tuesday, September 18th, TFI hosted a visual branding seminar led by Pheinixx Paul, creative director of Pencil Design, who discussed the importance of visual branding, what it entails and how to go about creating your own.

Among the insights:
- Having a visual identity that represents your core message is invaluable to building your brand, reassuring buyers and vendors that you can be trusted.
- A visual identity includes your logo, website, look books, advertising, video, packaging, merchandising, blogs, runways, presentations, events, hangtags.
- If you want to use a colour, know what that colour represents to your target audience and consider how it will look against your product each collection. Colour theory is not universal. Once you’ve chosen a colour, use it consistently.
- Packaging such as boxes, bags, hangtags and labels have both a practical and emotional purpose and should close off the purchasing transaction in a positive way.
- There are various ways to save money on a photoshoot (using friends as models is not the best of them).
- Lookbook tips and tricks, such as leaving out prices so that the same document can be distributed to buyers, media and consumers.

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4. Right On Target
Economical it is, but that doesn’t mean U.S. department store Target is cheap. The Target Group, Sensation Mode and the Montreal Fashion Foundation are offering one promising Quebec designer $25,000 and a chance to create a collection for Target stores in Quebec.

The program is called Target Exchange and the prize money goes toward producing a fashion show during Montreal Fashion Week. More information about the program and nomination process will be released soon.

Target’s also innovating with its click-to-buy shoppable video. It’s testing the buy-what-you-see program with three, five-minute long videos starring Kristen Bell, Nia Long and Zachary Abel who play Target marketing executives competing to create a campaign for the fall collection. The romantic comedies, called Falling for You, were directed by Mad Men director Phil Abraham, and feature fashion, beauty and home pieces from the retailer’s fall season. The items will also be displayed on a sidebar to so viewers can click to buy or share on Facebook or Twitter without interrupting the video. They air October 2, 4 and 9 at Target.com/FallingforYou and will remain online until October 31.

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5. Holt Renfrew Expands
J. Crew is here. Nordstrom is coming soon. The Bay is revitalized. To shore up its share of the Canadian market, Holt Renfrew, the venerable Canadian luxury department store, will expand its existing floor space by 40% by the end of 2015, according to WWD.

The Yorkdale store in Toronto serves as a template and elements of its expansion will be incorporated throughout the chain’s 10 locations. The changes include doubling its size to 120,000 square feet by next summer, including the creation of a second floor and an atrium. An increased focus on men’s is also key to its strategy. An 18,000-square-foot men’s area, featuring brands such as Gucci, Etro and Dolce & Gabbana, will be carved out. (Holt’s distinctive magenta bag may also be replaced with a shade more appealing to men.) Look for a new designer department with top brands such as Prada, Comme des Garcons and Stella McCartney and four times more space for shoes, as well as a larger personal shopping suite.

The chain celebrates its 175th anniversary this year. It started as a Quebec City hat shop in 1837.

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6. Scene & Heard

From FDCC To IMG
Carolyn Quinn, formerly of the Fashion Design Council of Canada and associate producer of Toronto fashion week, is the new director of IMG Fashion Events, Canada, and general manager for World MasterCard Fashion Week in Toronto. IMG says it plans to create buzz about Toronto fashion week both on and offsite and integrate it with other happenings around the city.

Moon Rise
Canadian label Moon has ended its two-year exclusive with The Bay and opened ecommerce site moonapparel.ca in September. The label is a collaboration between sister and brother duo Tamara and Jordin Mimran, and Alfred Sung, who is a business partner and head designer at Mimran Group. Moon’s site will feature accessory designers, as well as a collaboration with Sorichetti, a Canadian leather maker. Other collaborations are also in the works.

Erdem Nominated For British Fashion Award
Montreal-born Erdem is one of the nominees for the 2012 British Fashion Awards in the New Establishment category. The award “recognizes a particular movement in British fashion that is taking the industry by storm”, according to the website. He’s up against Jonathan Saunders and Meadham Kirchhoff. Christopher Kane, Mary Kantrantzou and Stella McCartney are nominees for Designer of the Year. The winners will be announced November 27. For a full list, visit www.britishfashionawards.com/content.aspx?CategoryID=897.

Anna Dello Russo For H&M
Swedish retailer H&M’s designer collaborations continues with a collection by Italian fashion editor and creative consultant for Vogue Japan Anna Dello Russo, on sale October 4. Included in the collection of about 50 pieces is a turquoise clutch featuring a clasp in the shape of her dog, bracelets shaped like snakes and even a fascinator topped with a stuffed bird. She says she’ll donate part of her commission for the collaboration to the Japanese Red Cross.

Dior Custom Pub And Printemps Partnership
Christian Dior’s latest marketing forays include its own print magazine and a holiday project with Printemps, according to WWD. The custom publication, called Dior, will be published in nine languages, twice a year in September and March, and will be distributed to its best customers or prospective clients. Jo-Ann Furniss is editor of the 110-page debut issue, with content overseen by Dior’s in-house communications’ team. The Printemps partnership runs from November to January and includes everything from exclusive product such as Advent calendars retailing for over $150 to mechanical windows featuring dolls dressed in replicas of iconic Dior outfits.

Chloé Retrospective
A retrospective exhibit of French brand Chloé opened at Paris’ Palais de Tokyo in late September. Entitled Chloé Attitudes, it explores the contributions of its chief designers during its 60-year history, from founder Gaby Anghion to Karl Lagerfeld and Stella McCartney. The brand is also reissuing 16 pieces from its archives, including Anghion’s Embrun dress from 1960, Lagerfeld’s violin dress and McCartney’s pineapple t-shirt. The Anniversary Edition will be available in Chloé stores starting in February 2013. Visit www.chloe.com/#/chloe-attitudes/en for more information.

Antonio Lopez Book Release
A new book is out about Antonio Lopez. During his life, he was known as one of the world’s most influential fashion illustrator’s, responsible for launching the careers of models such as Jerry Hall, Grace Jones, and Jessica Lange. Antonio Lopez: Fashion, Art, Sex & Disco, by Roger Padhila and Mauricio Padilha, is a chronicle about his life, disco and fashion throughout the ‘60s to the ‘80s and includes Lopez’s famous illustrations for WWD, Vogue and others, as well as never-published polaroids, letters and more. It’s published by Rizzoli.

Rudi Gernreich Label Re-launching
The Rudi Gernreich label is being re-launched in 2014. The label, based in New York (and funded by an unnamed German entrepreneur) is on the hunt for a design team. Gernreich was known for his unisex sensibility, as well as the monokini, the first topless swimsuit, the pubikini, with its cutout to reveal pubic hair, and the thong swimsuit.

Canadian Clothing In Space?
Dressing for Altitude: U.S. Aviation Pressure Suits is a history of the development of today’s high-altitude suits worn by test pilots and astronauts. Filled with photographs and illustrations, the 526-page book examines NASA’s engineering challenges trying to design a lightweight, flexible and inflatable garment, and includes several Canadian and Toronto references such as The Franks Flying Suit invented by doctor Wilbur Franks. You can download a free PDF from NASA at www.nasa.gov/pdf/683215main_DressingAltitude-ebook.pdf.

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7. Top Picks
www.fashion.net/howto/fashioneditor/
Advice on how to become a fashion editor

www.pantone.com/pages/fcr.aspx?pg=21005&ca=4&from=hp2
Pantone’s top 10 spring 2013 colour picks for men and women

www.garmento.org/
It ain't pretty, but the site holds a wealth of useful industry links

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8. Upcoming TFI Events
Register for TFI upcoming seminars, events and gatherings:

TFI New Labels Applications
AVAILABLE NOVEMBER 6, 2012
Stay tuned
! It’s YOUR CHANCE to win The Suzanne Rogeers Award For Most Promising New Label, a $25,000 CASH PRIZE! Applications will be available from TFI starting today. Submission deadline: December 3, 2012.

TFI Studio Tours: Call & Book A Tour!
Sign up for a brief tour of the TFI facilities and learn how membership benefits can help your business succeed. 24/7 office studios are now available starting at $400/month + HST. Call us at 416.971.7117 x 21 for a tour and details.

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9. Share Your News With TFI
Do you have a story you would like to share with like-minded, fashion-loving people around the world? We’re always looking for new store openings, exciting updates from our members and the rest of the fashion community. Reach over 5,000 unique subscribers by sending your submissions or press releases to info@fashionincubator.com.

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10. Fashion Calendar

LA International Textile Show
Los Angeles
October 8 - 10, 2012
Wholesale textile trade show

Western Imprint Canada Show
Calgary
October 12 - 13, 2012
Imprintable sportswear and promotional products trade show

The Manhattan Vintage Clothing & Antique Textile Show & Sale
New York City
October 12 - 13, 2012
Vintage clothing and textiles show; open to the public

D&A Los Angeles
Los Angeles
October 15 - 17, 2012
Trade show featuring men's and women's RTW & accessories

Los Angeles Fashion Week
Los Angeles, CA
October 15 - 22, 2012
Spring/summer 2013 designer collections

Henri Bendel New Vendor Open-See
New York
October 19, 2012
New vendor go-see for women's accessories, beauty, fragrance & gifts

STYLEMAX
Chicago
October 20 - 23, 2012
Women’s apparel and accessory trade show

World Mastercard Fashionweek Canadian Catwalk
Toronto
October 22 - 26, 2012
Spring 2013 runway shows, open to the public

Toronto Imprint Canada Show
Toronto
January 11 - 12, 2013
Imprintable sportswear and promotional products trade show

Interested in having your event posted? Send your submission with a minimum of 14 days notice to TFI.

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CONTACT TFI MEMBERS
For a list of TFI members look through Resident Profiles and Outreach Listings at www.fashionincubator.com/our_members/index.shtml.

Get Listed!
Promote your company’s services in the Resources section of TFI’s website, www.fashionincubator.com, to a young and fashionable group of influencers and early-adopters. Are you a contractor, patternmaker, fabric supplier or retail store? Are you looking for new clients and FREE marketing exposure? Simply download the appropriate form here and send it to TFI. There is NO cost to participate; this is a free service to the community provided by the Toronto Fashion Incubator. Fashionincubator.com attracts over 7.5 million visitors per year.

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TFI NEWS is a FREE industry newsletter publication sent to all TFI members and to those who request it. Please forward this newsletter to other interested individuals and help spread the word! Information is intended for interactive and information purposes only. Submissions and feedback are welcome from all and should be sent to TFI.

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CONTACT US
Editor-In-Chief, Susan Langdon
Senior Editor, Doris Montanera
Contributor: Gail McInnes
www.fashionincubator.com/about/contact_us/index.shtml

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© Copyright 2012 The Toronto Centre for the Promotion of Fashion Design (O/A Toronto Fashion Incubator, TFI). No part of TFI NEWS may be copied or duplicated in any form or by any means without the prior written consent of the Toronto Fashion Incubator. This publication is distributed for information purposes only and with the understanding that TFI is not responsible for the results of any actions taken by any person in reliance on such information, nor for any errors or omissions contained herein. TFI expressly disclaims any and all liability arising out of the use of this publication or any part thereof by any person.
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