Charming Media has been named agency of record for The Collections, a Toronto-based creative firm that focuses on brand-building for Canadian fashion designers.
The Collections was founded in 2010 by three entrepreneurs (Dwayne Kennedy, Mel Ashcroft and Brian Richards) under the mentorship of Robin Kay, founder of Toronto Fashion Week (now World MasterCard Fashion Week) and president of the Fashion Design Council of Canada.
It previously handled public relations internally, but a growing client roster necessitated the hiring of an outside firm, according to Ashcroft, director of new business development at The Collections.
Charming Media will spearhead The Collections’ communications strategy leading up to and during World MasterCard Fashion Week in Toronto (March 23 – 27), as well as offer media support for six designers debuting their new collections.
“Fashion Week is all about PR and marketing… so all of the designers’ efforts need to be at the forefront for media to be able to write about what they’re doing,” said Ashcroft.
The six designers were unveiled at a media event on March 9. “[Attendees got] a first-hand look at some of the designs that will be coming down the runway, as well as the chance to meet with the designers one-on-one before the craziness of Fashion Week hits,” said Valerie Stachurski, president of Charming Media. “We will be going forward with pushing our designers out there… making sure there’s a lot of coverage for their shows and getting the right people in the seats throughout the week.”
The Collections has a number of services for designers, including branding, partnerships, show production and talent management.
