Saturday night marked the end of Toronto's Fashion Week, with Maroon 5 providing the closing festivities at Nathan Phillips Square. That's right - Maroon 5, an American band, was chosen to perform instead of a Canadian artist, since we already saw enough local talent over the week.
I guess Maroon 5 appeals to both of the demographics in attendance at Fashion week: celebrity/pop culture obsessed ladies + gay guys. Anyway, to a worldwide company like LG, whom was sponsoring the event, it doesn't matter where the band's from as long as entertainment + lifestyle can all be connected to their stylish new phone.
Aside from the few designers who showcased samples from their collections last night, the only full show I attended was the Joe Fresh Spring '09 one. I hate the simple, boring and cheap clothes that Joe Fresh offers but was nonetheless excited for the event as my friend DJ FLOH BACK was providing the soundtrack which definitely drew more rave reviews than the clothes.
To emphasize the lack lustre clothes, anorexic models with boring super flat hair were chosen to frown as they walked down the runway in extremely high stilletos that totally clashed with the K-Mart-esque styles of Joe Fresh.
I know it must be hard to market a cheap clothing line to the fashionistas in attendance, as they would never be caught buying clothes at a supermarket or in the suburbs (where most Joe Fresh stores are located) so why try to appeal to trendsetters by not being true to your brand image?
The show could've been a lot more realistic had healthier looking models been chosen. The models should have smiled too - because at Joe Fresh you can buy a knock off Ralph Lauren cardigan for $20.
No matter who your audience is, you have to stay true to your brand image, because having a confused brand makes things difficult for the consumer. Although I guess Joe Fresh doesn't really have its own brand identity since it just copies other designers' fashions.
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