The Toronto Fashion Incubator on the CNE grounds is miles away from the red carpets that roll out across downtown during every TIFF.[rssbreak]
Leading up to this fest, though, it’s been a home away from the hoopla for the actors, TV personalities and socialites prepping to swan down those crimson swatches of broadloom.
This is where The Style Box, a celebrity dressing agency started by actor Amanda Brugel (who’s walked her fair share of red carpets for roles in Da Kink In My Hair and M.V.P.) and local fashion booster-about-town Gail McInnes, has set up a showroom. Its mandate? To help stars of every sort – they’ve already outfitted Smallville’s Charlotte Sullivan, singer Ivana Santilli and E! host Arisa Cox – see past the Chanels and Guccis and open their eyes to being dressed by Canadian designers.
“Designers have become savvy about creating buzz, and dressing celebrities is a major part of that.”
The two hope to create an Armani moment during the festival. During the late 80s, the Italian label arrived in Los Angeles and started dressing Hollywood’s A-list, launching the “Who are you wearing?” fashion frenzy that now overshadows awards shows and festivals.
Seems like an easy enough sell. Who would turn down a free Fashion Crimes frock finished off with supersized Psalms 9:11 earrings and topped with a feathered Midence Oliu Millinery headpiece – even if it’s designed here and has to be returned by noon the next day?
“No one,” says Brugel. “Canadian talent has no money.” But the boom in Canadian celebrity media – Read Hello Canada?
Watch eTalk? – has opened up opportunities for homegrown stars and designers to garner attention if they can turn it out together.
RIGHT: The Style Box launched last month at the Spoke Club with swag surprises for industry tastemakers. Photo by Kathryn Gaitens.
A few weeks before the festival, actor Kristin Booth, whose film Crackie screens at TIFF, has already reserved an entire rack of ruffled dresses from Montreal’s Nadya Toto.
“If anyone else comes in and wants one, she’ll have to fight Kristin for it,” says Brugel.
The women call Booth their ideal client. She’s already well versed in Canadian designers and is a fashion risk-taker. It took her 15 minutes to call dibs on half their stock, which includes premiere-perfect looks by Jason Meyers and Magpie.
“We’re probably going to run out of dresses,” says McInnes. They’ve already put out a call for more designers.
The pair had no trouble luring the 10 clothing labels and 10 accessory brands they already rep, despite cynicism about whether local celebs are famous enough to help designer bottom lines.
“Google Rachel McAdams and the mass hysteria she caused (wearing a plunging Pucci dress to the Time Traveler’s Wife premiere),” says Brugel. “Yes, they are famous enough.”
Aside from the buzz that comes from celebrities crediting designers on the red carpet, the Style Box is set to turn them into customers, too. The Guard star Zoie Palmer borrowed a Brazen Hussy jersey dress with gold chains across its back to announce this year’s Gemini nominees, and bought two to keep.
“The Canadian fashion landscape has grown so much in the past five years,” says McInnes. “Designers have become savvy about creating buzz, and dressing celebrities is a major part of that.”
fashion@nowtoronto.com
