L’Oréal-owned brands Maybelline, Redken and Essie have announced their official beauty sponsorship of a new Canadian runway event, Digital Fashion Week Montreal.
Sound familiar? Until recently, these three brands had an exclusive partnership with the now-defunct Toronto Fashion Week (organizer IMG Canada announced earlier this month that it could no longer afford to operate the event). Similarly, Montreal Fashion Week was cancelled in 2013, and the city hasn’t hosted a seasonal fashion week since.
Digital Fashion Week Montreal will launch in March 2017 and coincides with the city’s 375th anniversary. While details have yet to be announced, a press release teases to conceptual, digitally focused events, including live-streamed runway shows and interactive experiences for consumers and industry members.
“This is a perfect fit for us, as this event is at the forefront of digital innovation and provides consumers with a new way to experience Canada’s unrivaled fashion talent globally,” said Cammie Guest, brand director of Maybelline New York, in an official release.