Behind the scenes at the LOVE HER fashion show
January 30, 2014
Fashion shows are an intriguing blend of fashion, style, information and entertainment. A great show will charm and inspire each member of the audience, transport them on a bit of a fantasy and always leave them wanting more.
2013 fashion show at LOVE HER Toronto
The fashion shows for the Ovarian Cancer Canada 2014 LOVE HER events in Toronto (February 27), Calgary (March 6) and Vancouver (May 28) promise to deliver. LOVE HER is an elegant evening of fashion and fun in support of Ovarian Cancer Canada. The event series will honour women and their families affected by the disease and raise funds to help overcome ovarian cancer.
Andrews will 'wow' the audience in Toronto
“We are very proud to be associated with this event and this cause,” says Darren Mason, President of Andrews, Runway Partner for the Toronto LOVE HER.
“We want to ‘wow’ our guests and take them on a voyage with our fashion show. Our goal is to show a multitude of different lifestyles and moods, and engage each and every person in the audience.”
Darren is selecting from a host of global brands to feature “the best of the best – the most worthy and exciting looks, and fashions that reflect what a woman’s day might include – work, a social event or going out to dinner, or she might be hanging out with friends, her daughter or her mother. We will showcase looks that are dynamic and exciting.”
The spring show will include selections from Armani Collezioni, Red Valentino, Mackage, Nicole Miller, Marc Cain, Fabiana Filippi, Akris Punto, Vince, Notte by Marchesa, Rebecca Taylor, Clover Canyon, Hugo Boss, Tadashi and Badgley Mischka.
Darren entrusts the production of the fashion show to “the creative magic” of Erika Larva, President of Monarch Events Group. After almost 10 years as show producer for Toronto Fashion Week, Erika has earned a stellar reputation for making each fashion show unique and unforgettable.
“Not every audience or event is the same,” says Erika. “I gear each show to my client’s needs and goals, and to their audience. It’s not about the duration of the show but how powerful it is. The audience should love every minute and want to see more.”
Andrews, fashion partner for LOVE HER Toronto
Hours of work, hundreds of details
While a gala fashion show at a charity event may be 30 to 40 minutes long, there are many hours of work and planning behind the scenes. For the Toronto LOVE HER, Erika will connect the show to the overall event theme (vintage glamour inspired by the likes of Princess Grace of Monaco / former movie star Grace Kelly) while making it relevant to today’s woman. She will create a runway at the venue – in this case the Liberty Grand – that maximizes the number of front row seats and the viewing pleasure of all guests.
Models, shoes, hair and make-up, choreography, lighting, music selection and hundreds of other details must come together to complete the vision. Sometimes the team gets a rehearsal two hours before the doors open and sometimes the schedule is tighter. So working with seasoned professionals – from models to the technical team – makes all the difference.
“The women and men who attend LOVE HER are stylish people who really care about their community,” says Erika. “We want them leaving this event feeling that they supported a great cause and had a wonderful time.”
OOH LA LA…in Calgary!
LOVE HER welcomes OOH LA LA womenswear as our Calgary Runway Partner.
Opening its doors in 1997 in the heart of Calgary’s trendiest neighbourhood, OOH LA LA’s modern showroom is nestled amongst eclectic restaurants, coffee houses and shops. As one of the most fashionable clothing boutiques in the country, OOH LA LA offers an irresistible selection of distinctive and beautiful items by exclusive designers like The Row, Jean Paul Gaultier, Moschino, Blumarine, Marchesa and Vera Wang.
“OOH LA LA is pleased to join Ovarian Cancer Canada for the LOVE HER event this March, and work together to raise awareness about ovarian cancer in our community,” says owner Chris Wells.
OOH LA LA, fashion partner for LOVE HER Calgary