The Fashion Design Council of Canada (FDCC) announced today that it has entered into a multi-year sponsorship agreement with cosmetic leader L’Oréal Paris, under which L’Oréal Paris will be the title sponsor of Toronto's bi-annual fashion week.

Effective immediately, the event formerly known as Toronto Fashion Week will be officially called L’Oréal Fashion Week. The FDCC will continue to produce the event under the direction of Robin Kay, president of the FDCC.

"With the exceptional brand recognition of L’Oréal Paris, fashion designers of Canada will reach a broader audience bringing their product to consumers, which is the FDCC’s mission – to brand fashion in Canada,” said Robin Kay.

“L’Oréal Paris strongly believes in Canadian fashion talent and we are proud to boldly endorse Canada’s premier fashion event by incorporating our most prized asset – the L’Oréal name – into the event’s title,” said Dominique De Celles, vice-president and general manager of L’Oréal Paris.

“As a result of L’Oréal Paris’ heightened sponsorship commitment, the Toronto events will continue to thrive and evolve. L’Oréal Fashion Week in Toronto will take its place as a fashion leader alongside Mercedes-Benz Fashion Week in Los Angeles and Olympus Fashion Week in New York City.”

"As part of the sponsorship, L’Oréal Paris will continue to host the popular Media Lounge and the L’Oréal Paris Beauty Team will create all the makeup and hair looks at the shows," said Anik Gagnon, brand communications manager for L’Oréal Paris. “The alliance between FDCC, L’Oréal Paris and the participating designers is a natural fit as fashion and makeup need to complement each other on – and off – the runway to achieve maximum impact.”

L’Oréal Fashion Week’s Fall 2005 collections will be featured on-site at the elegant Liberty Grand Entertainment Complex from March 14-17, with off-site shows being held March 18-19 at various venues in Toronto. The four day, 32 designer schedule will be announced shortly. 

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