TOM*,Toronto men’s fashion week, held its first men’s fashion night on June 13th at Hotel Renaissance in downtown Montreal as part of their initiative to expand nationally through local men’s fashion nights. Renaissance’s partnership is part of their 5th annual global day of discoveries, where their hotels showcase discoveries of local talent to their respective guests and communities. In order to activate an “elevated” brand experience and to ct as a brand catalyst, the partnership in Montreal translated in showcasing Montreal’s established and up and coming menswear designers #Menaissance.
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Renaissance’s lobby, transformed into a showroom for local designers, media and guests allowing people and models to move, rotate and blend and get close for a better feel of each look. The designers included Alexandre dit Sandy, Hip and Bone, Xianofficial, Luca Galardo of Diodati, SWAM Canada, Finezza – Au nom de l’Homme. Alexandre dit Sandy, first discovered at Fashion Preview by our team was my favorite of the night for its chic, modern and colorful vibes. One of the highlights was definitely the variety in terms of styles and target customers from younger hip, to young trendy professional and mature fashionable men.
The evening was enhanced with the ambiance set by the dj, the wine and the refinement of the Hotel’s decor and the exclusive after party on the rooftop and its gorgeous view on Montreal and a fashion show with some additional pieces.
The same day, TOM* held a casting to select models who will walk their Spring/Summer 2017 runway in August, the eighth men’s fashion week in the world happening twice a year in August and February and are considered as the most important menswear events in Canada. TOM* hosts a variety of events such as TOM* Talks, power brunches, industry meet n’ greets, trunk shows and showrooms.
Photo credit: Chris M.
