UPDATE: As of July 2016, IMG/WME has pulled the plug on Toronto Fashion Week. As someone that has worked closely with this event over the last number of years, I feel like this is an unexpected and unfortunate loss for the city of Toronto and the local fashion industry. Here's hoping that another Fashion Showcase can come in and fill the gap that this cancellation has left.
During a cold and dreary week in March, I worked as a backstage photographer for IMG at Toronto Fashion Week, a one week extravaganza of hairspray and magic. There are hundreds of moving parts that make this event a success and I was lucky enough to experience it from the inside.
IMG/WME is the company responsible for putting together this bi-annual event. Toronto Fashion Week is one of the many shows put on by IMG/WME. Other destinations include New York, London, Moscow, and Berlin.
I was part of a small team charged with managing all of Toronto Fashion Week's social channels. The team was lead by Kirthiga, IMG/WME's all-star marketing coordinator. She was responsible for all of TFW's social media channels and for setting the creative direction for all the posted content. She was flanked by Nadine, who helped manage the endless stream of content that was coming out from the dozens of photographers and videographers capturing the event. As a backstage photographer, my main responsibilities were to capture candid images of all the excitement surrounding the event for our Instagram, Facebook, and Twitter channels. My role also included managing the website, and creating animated GIFs for Twitter and Instagram.
I was not the only photographer on-site. An event like this has no shortage of photographers. Various media outlets were also on site as well as George Pimentel's amazing team of shooters
All the shows featured local and international talent, expertly crafted garments, and great music. From the runway seats everything seemed to come together effortlessly. However, this was not the case backstage where models, makeup artists, stylists, show producers, and their teams worked feverishly to make sure everyone look was perfect.
Behind all the looks were the talented members of Stylists and Makeup artists from Redken and Maybelline. They worked extremely hard and always had an amazing and positive energy.
Despite the chaos, there was still time for backstage shenanigans.
We used our social media channels to document all the excitement backstage, parties, and give those not attending the show an up close look of all the new collections.
Below is some of the social media content that we featured on the TFW social channels.