Last week marked the 4^th season LG Electronics Canada has been title sponsor of LG Fashion Week Beauty by L’Oreal. LG Fashion week is a fun and fashionable week-long event run by the Fashion Design Council of Canada designed to celebrate the Canadian Fashion industry.

From October 18 to 22, LG Fashion Week took over Heritage Court on the Exhibition grounds in Toronto and transformed it into a fashionable and stylish environment. An LG Life’s Good Style Lounge, Barbie box photo booth and over 30 runway shows enticed hundreds of media, designers, sponsors, volunteers and celebrities to the runway to take in the spring 2011 collections.

High Road Communications was on-site and backstage all week supporting LG  from a PR perspective, which is no small undertaking since media are such a large important part of the week. We tweeted about the shows, hosted promotion winners and VIP media as well as organized  interviews with LG Canada’s spokesperson, Frank Lee (photographed below with actor Shane West).

 One of our favourite parts of LG Fashion Week is the all-access pass that gets us behind the scenes.  From chatting with the L’Oreal makeup artists as they touched up the models before they hit the runway to last minute fittings, we experienced all that LG Fashion Week had to offer firsthand. One of the highlights of the week was watching Pink Tartan designer Kimberly Newport-Mimran’s runway show dress rehearsal. For anyone who loves fashion like we do, it’s fantastic to be able to watch a designer like Kimberly work with the models to ensure her vision comes to life on the runway.

This season’s theme, the Style of Power, was embodied in this LG Fashion Week through the strength of the designs, the quality of the shows, and the passion and enthusiasm of the guests. Overall this season was an overwhelming success and we look forward to the next!