Concrete Transforms Toronto Fashion Week
Toronto Fashion Week has been a staple in the Canadian fashion community since 1943. The three-day event showcases current fashion, art, music, culture and featured designers from all over Canada. Over the course of the past 70+ years, TFW has seen numerous transformations as they aspire to become one of the top fashion weeks in the world.
When TFW was acquired from IMG Canada in late 2016, founding partners Yorkville Village, The Hazelton Hotel, Freed Developments and Hill & Gertner recognized a unique opportunity to shape the future of fashion in Canada. The need to create a new brand identity to elevate Canadian fashion and champion homegrown talent internationally became integral in the future of their company. In 2017, TFW reached out to Concrete to create a new brand identity and execute their event marketing materials.
“Toronto Fashion Week has been reimagined to be more forward-looking and act as a platform for emerging Canadian designers to showcase their talents internationally, which presented an exciting opportunity to rethink our whole brand,” said Carolyn Quinn, Executive Director of Toronto Fashion Week.
Concrete worked with talented Toronto-based photographers Leeor Wild, Maya Fuhr and Norman Wong to bring together a fresh, current and iconic campaign. The main campaign advertisements were seen both in the Toronto Star and all across the city over the course of the three-day event.