Runway fashion hits Toronto streets with Stylicity™

Fashion lovers are invited to explore and celebrate the best of local neighbourhoods

TORONTO, March 9, 2012 /CNW/ - To celebrate World MasterCard™ Fashion Week, MasterCard is bringing runway fashion to the streets with Stylicity, the exclusive retail program for World MasterCard Fashion Week in Toronto. Fusing the world of the high-fashion runway directly with everyday consumers, Stylicity has partnered with Maybelline New York and 580 Shoppers Drug Mart locations across Ontario, and  more than 120 of Toronto's hottest retailers, restaurants, shops and exclusive spas to offer special discounts and promotional offers to all MasterCard card holders from March 9 - 25.

Stylicity offers all Torontonians the chance to participate in World MasterCard Fashion Week, even without an exclusive fashion show ticket.  Visitors can celebrate all things fashionable while supporting local neighbourhood businesses and Canadian designers.  Make a day or night of it during Stylicity: meander with an espresso, get a manicure, savour a cupcake, find the perfect pair of jeans, sip a cocktail and enjoy a fabulous meal all within promotional Stylicity offering packages and special rates. Fashionistas on the Stylicity prowl may even be snapped by George Pimentel's street photography team and rewarded with a pre-paid MasterCard.

"While exclusive runways may offer insight into the next big fashion trend, we also know that street fashion often serves as designer inspiration," says Lilian Tomovich, Head of Marketing, MasterCard Canada. "By partnering with some of Toronto's best shops and bar and restaurant hangouts in various neighbourhoods, Stylicity offers consumers priceless opportunities to explore the worlds of fashion and style."

Celebrating Toronto as the destination for all things fashionable, Stylicity has partnered with a diverse selection of merchants in districts such as West Queen West, Yorkville, Queen West and the Entertainment District on King West. By visiting the official Stylicity Blog, Toronto style mavens can find participating Stylicity locations and unique offers through a convenient neighbourhood map. Toronto's acclaimed fashion and lifestyle bloggers will also share their latest and best city discoveries, street fashion finds and tales from World MasterCard Fashion Week every day on the Stylicity Blog.

This spring season, Stylicity has also partnered with Maybelline New York and 26 Shoppers Drug Mart locations across the Greater Toronto Area to host free one-on-one makeup consultations with Maybelline New York from March 12 - 16.  Participating Shoppers Drug Mart beauty consultation locations can be found on Stylicity Blog's Offers section. Shoppers stocking up on beauty products will also receive 1,000 Optimum loyalty points when they purchase any two Maybelline New York products with a MasterCard at any of the 580 participating Shoppers Drug Mart locations across Ontario from March 9 - 25.

"Fashion is a key element of our Priceless Toronto and global Priceless Cities initiatives, which enables consumers to discover and enjoy their passions, whether they are in fashion, travel or cultural experiences," added Tomovich. "World MasterCard's partnership with the Fashion Design Council of Canada for World MasterCard Fashion Week is a natural fit for celebrating Toronto as Canada's quintessential destination for all things stylish. We encourage everyone to experience all that Toronto has to offer."

About MasterCard

MasterCard (NYSE: MA), www.mastercard.com, is a global payments and technology company. It operates the world's fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard's products and solutions make everyday commerce activities - such as shopping, traveling, running a business and managing finances - easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the conversation on The Heart of Commerce Blog and subscribe for the latest news.

About Maybelline New York

Maybelline New York is available in over 129 countries worldwide. As the official makeup sponsor of World MasterCard Fashion Week, Maybelline combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log on to www.maybelline.ca or find us on Twitter @MaybellineCAN / Facebook facebook.com/maybellinenewyork  / Tumblr MaybellineCanada.tumblr.com - Maybe she's born with it, maybe it's Maybelline.

Maybelline New York is a brand of L'Oréal Canada, a wholly-owned subsidiary of L'Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L'Oréal Canada had sales of over $900 million in 2011 and employs more than 1,200 people. The company's prestigious portfolio of over 25 brands encompasses all aspects of beauty.

For further information:

Yuri Park
Environics Communications
[e-mail] 
416-969-3311