CF Toronto Eaton Centre challenges Torontonians to step up and show their 'Reflections of Toronto Style'

Campaign showcases CF Toronto Eaton Centre's New Toronto Style Ambassador
Lainey Lui leading the "rally cry"

TORONTO, June 22, 2017 /CNW/ - Attention Torontonians, this is your rallying cry! It's time to show the world your Reflections of Toronto Style.

Kicking off the start of a new fashion season, CF Toronto Eaton Centre (CF TEC) is thrilled to unveil the launch of its 2017 Reflections of Toronto Style campaign. To help share the city's unique style tastes with the world, the centre is partnering with fashion and gossip maven, Lainey Lui of LaineyGossip.com as CF TEC's newest Toronto Style Ambassador.

Building on its ongoing success, #TorontoStyle will continue to serve as the premier platform to showcase unique fashion in Toronto, further cementing CF TEC as the leading fashion destination in the city.

Last year, CF TEC saw #TorontoStyle take off as a forum for engaging directly with its online community; the hashtag became a way for fashion enthusiasts to communicate with the centre and learn about the extensive lineup of retail offerings.

Borrowing a page from last year's program, which engaged well-known and beloved Canadian icons to take part in a series of videos, print, OOH and social postings, this next iteration of #TorontoStyle will continue to inspire organic conversations around how Torontonians define and celebrate the unique style of "The 6ix."

"CF Toronto Eaton Centre is the downtown style destination for Toronto," said Shelia Jennings, General Manager, Retail, CF Toronto Eaton Centre. "At CF TEC, we're focused on providing an elevated shopping experience for all our customers. The #TorontoStyle campaign is a living testament to our commitment to building vibrant communities, enabling consumers to make positive style choices that build confidence, while encouraging shoppers to remain true to themselves."

FASHION ENTHUSIAST LAINEY LUI OF LAINEYGOSSIP.COM TO BECOME OFFICIAL TORONTO STYLE AMBASSADOR

Looking to tap into the fashion pulse of the city, Lainey Lui of LaineyGossip.com has been tapped to lead the rally cry and drive conversation around the #TorontoStyle campaign. A Toronto-based personality best known for her outgoing character and unique fashion sense, Lainey brings a fresh perspective on city style. Recognized for her contributions to business and fashion, Lainey was named to WXN's 2016 list of Canada's Most Powerful Women and Toronto Life and HELLO! Canada's best dressed lists in 2016.  

"Style isn't just what you wear – style is attitude, it's curiosity, it's imagination, it's expression," said Lainey Lui, Toronto Style Ambassador. "This is why Toronto is a global style destination – our style reflects our city's diverse perspective and personality. I am thrilled to collaborate with CF Toronto Eaton Centre to celebrate Torontonians and all the ways this amazing city inspires our city's style. CF Toronto Eaton Centre is one of my favourite shopping destinations with a stellar retail mix that always meets my style mood."

WE ARE #TORONTOSTYLE: JOIN IN!

To celebrate the campaign launch, CF TEC will be home to six digital Style Mirrors in property from June 22-24, 2017. Each of the mirrors will take selfie-like photos in front of uniquely iconic Toronto backdrops reflecting the style diversity of some of the city's landmarks. Guests who take part in the experience on the 24th will be able to snap a selfie and have it appear on the 90-foot high LED digital tower at Yonge-Dundas Square, sharing their dynamic look with the entire city. Through this activation, CF TEC is aiming to curate the world's largest fashion diary, a collection that will spotlight Torontonians' diverse sense of #TorontoStyle.

"This year CF Toronto Eaton Centre is celebrating its 40th Anniversary as an iconic landmark in downtown Toronto and we wanted to build an experience for the city that celebrates the unique fashion stories," said Craig Flannagan, Vice President Marketing, Cadillac Fairview. "The #TorontoStyle campaign is set to bring a continued conversation with our shoppers around what influences their style – these are the freshly curated content and social engagement opportunities we're looking to build on."

CF Toronto Eaton Centre has partnered with three Toronto-based influencers to lead the charge for the Selfie Mirror Activation. To help drive awareness about the experience, Zeba (@ellaprettyblog), Kaylee Giffin (@theblondielocks) and Dani Goddard (@girlsofto) will take part in a demonstrative video surrounding the activation that will appear on the LED digital tower.

For more details and a closer look at the Selfie Mirror, check out the video here.

JOIN THE #TORONTOSTYLE CONVERSATION

We invite all Torontonians to take part in the conversation and join us on Twitter, Instagram and Facebook to share their inspiration and go-to #TorontoStyle looks.

Like us at Facebook.com/CFTorontoEatonCentre; Follow us on Twitter @CFtoeatonCentre ; Follow us on Instagram @cftoeatoncentre

About CF Toronto Eaton Centre

Located in the heart of downtown, CF Toronto Eaton Centre is one of the most recognizable landmarks and country's best-known retail shopping destinations.  Located in downtown Toronto at 220 Yonge Street, just north of Richmond St, the mixed-use complex spans over three city blocks.

Already the city's premier urban destination, the redevelopment, consisting of both expansions and renovations has reinvented an already unique shopping experience.  With over $500 million in recent redevelopment activity, CF Toronto Eaton Centre has added 29 new retailers to its mix including Saks Fifth Avenue and Nordstrom.  For more information, download the CF Shop app or visit www.cfshops.com/toronto-eaton-centre/stores.html.

About Cadillac Fairview

Cadillac Fairview is one of the largest owners, operators and developers of best-in-class office, retail and mixed-use properties in North America. The Cadillac Fairview portfolio is owned by the Ontario Teachers' Pension Plan, a diversified global investor which administers the pensions of more than 300,000 active and retired school teachers. The real estate portfolio also includes investments in retail, mixed-use and industrial real estate in Brazil, Colombia and Mexico.

Valued at more than $28 billion, the Canadian portfolio includes over 38 million square feet of leasable space at 67 properties in Canada, including landmark developments, such as Toronto-Dominion Centre, CF Toronto Eaton Centre, CF Pacific Centre, CF Chinook Centre, Deloitte Tower and CF Carrefour Laval.

SOURCE Cadillac Fairview Corporation Limited

For further information: Vanessa Jenkins, North Strategic, (416) 206-8765; Anna Ng, Cadillac Fairview, (416) 895-5536

RELATED LINKS
http://www.cadillacfairview.com

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