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COKE x ARMANI - REVISITING THE ICONS

From the political lines...

A proud sponsor of the 2014 Olympic Games in Sochi, the iconic Coca-Cola Company has opened everything but happiness this time around. With the explicit ban by Putin's government on Homosexuality at the games, the iconic sponsorship has put Coca-Cola in a pr crisis. 

For centuries, Coca-Cola has stood for unity of the human race. In 1971, the company put out the note-worthy campaign "If I Can Buy The World a Coke," reinforcing the company's stand on equality for all. Lyrics include:

"I'd like to buy the world a home and furnish it with love, 

Grow apple trees and honey bees, and snow white turtle doves. "

In 2014 Queer NY, an advocacy group for Homosexual Equality, revived the video and made public the hypocrisy of the company's mission and the support of the Olympics in a Putin governed Russia which rejects Homosexuality, albeit indirectly. In fact, swing on over to the coke website where you can personalize a can with any word or message, except "Gay" of course.

 Watch the video

here: http://www.youtube.com/watch?v=g11nN5yee7U

To the fashion lines...

Expression, and the history of it, came together at Giorgio Armani's "One Night Only" on January 21, 2014 in Paris.

The Armani Privé is an exclusive dinner which began in New York, then Rome, and this year was hosted in the Palais de Tokyo in Paris. The dinner pays homage to the designer's notable italian-couture designs from the ages. His continued vow to expression makes Armani a true artist and inspiration.

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Private Affairs.

from the front lines...

If you're planning to attend the 2014 Olympic games in Sochi, Russia you better get used to the words "Deep Pack Inspection" or DPI.

Putin's government is stepping security measures up, and we mean way up for the Olympic Games. Overhead drones, thousands of CCTV cameras, anti-ballistic missiles, and even an elite special brigade will be planted in the nearby mountains as a pre-emptive to terrorism during the event.

DPI technology though, will take this surveillence down to the megabit level by allowing the government access to every conversation and social media engagement a user pursues on the city's wifi-network. How much is too much? One need not forget George Orwell's 1984...

to the fashion lines... Privacy isn't a concern at F4F PR, well not entirely--some client work has to be kept a secret! None-the-less we're all about media exposure and expression of our brands. Occasionally we're even happy to show our team in action :)

Below is an inside look at preparations for Toronto Fashion Week. That's us discussing the critical path of the month's ahead. Twice a month we'll share a sneak peak at what it takes to launch Canada's next hot brand at World Mastercard Fashion Week so tune in---follow us on twitter at #roadtoWMFW.

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Hey there Trendsetters!

from the fashion lines..

Happy 2014! With the start of a new season, we, like most of you, are pretty stoked! This season, F4F PR is proud to introduce you to our Spring clients: Masabni (www.masabni.com), Filthy Haanz (www.FilthyHaanz.com), and Lady Tais (...

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Back to Business.

Hey there Trendsetters!

from the fashion lines..

Happy 2014! With the start of a new season, we, like most of you, are pretty stoked! This season, F4F PR is proud to introduce you to our Spring clients: Masabni (www.masabni.com), Filthy Haanz (www.FilthyHaanz.com), and Lady Tais (www.ladytais.com), to name just a few. As with all our clients, we are excited to promote the freshest, most promising labels of the industry today. We hope you'll discover the amazing personalities behind these brands in the media soon! In the meantime explore our fresh new site.

www.expressionisnow.com

to the front lines...

Three words, Iran Nuclear Program, are at the front lines of world news sources these days. The mid-east power has denied development of nuclear weapons yet has persistently refused transparency on the issue. As a result, major world powers including the US, Great Britain, France, and Germany have enacted sanctions on the country for some time in areas of trade and monetary access. The possibility of co-operation may finally be on the horizon on January 20th. More here..

http://www.bbc.co.uk/news/world-middle-east-25706409

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ANASTASIA LOMONOVA SS13

September 5, 2012 Montreal, Quebec Canada—On the premiere day of Montreal Fashion Week, designer Anastasia Lomonova made a bold statement of her deeply rooted vision. Whereas last season the vision was merely hinted at in the trio show with designers UNTTLD and LYN, this season Lomonova comes full forward and transcends one down to the nature of existence. For SS13, Lomonova inhales natural landscapes and procures pieces that connect one to it.

At its core, Lomonova pronounces her spirit for functional elegance. The collection includes sleeveless dresses, wraps, and gilets in fine materials such as sheer, lace, and silk. Inspirations are drawn from arid deserts and vested forests via a color palette that includes: Beige, Mudd, and Oxblood. The result is mystical.

The ingenious of talent, however, is exhumed in Lomonova’s play with textures and movement this season. Highlights include an elongated evening gown in a stunning bed rock texture, and the presentation of an applauding crown-to-toe tasseled outfit that brought the mystique of the deep jungles to its feet. It’s a pure example of the designer’s vision to bring the abstract to life and the risk to do so has set Lomonova as a true visionary worth following.

Her SS13 showcase was a bold statement for Anastasia Lomonova. Since her debut in 2007, the legacy to push elegance to ephemeral boundries is beginning to gain new life in a world the industry is beginning to recognize as purely Lomonova. 

View the F4FLive! Teaser here:http://youtu.be/mUS_NZEanRc

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Fundraising in Style

March 15th, 2012, Montreal, Canada--Montrealers came out in droves last Sunday, May 6th for the Third Annual I Heart Fashion Fundraiser Fashion Show which mixes philanthropy and fashion to benefit the Save a Child’s Heart and En Famille foundations.

Anticipation was evident from the significant line waiting outside the Studio 10 King Gallery in Old Montreal, and attendees were treated to cookies and cocktails while they socialized inside before the show. The show was hosted by 92.5fm host, TB1, while music was provided by a DJ.

Although the space itself could have been better for such an event (the room is L- shaped, so attendees were intermittently either unable to see the host or the models), TB1 did a great job keeping the energy level high throughout its 1 hour 15 minute duration.

Highlights of the show included Joshua David, Miss Mak, and Sugaristik. Joshua David’s current line is 60s inspired A-line dresses with Batik, neutral, and solid colors, while Miss Mak utilizes the snake-skin patterns of this spring to nice effect. A pleasant surprise of the evening was Sugaristik ‘s line which consisted of cream colors done with bold hem lines, gathered skirts, and inspired wrap around tops.

The affluent crowd socialized after the event during which organizers held an auction for some great prizes, including a trip for two on Westjet to any destination they service.

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Protest Fashion--a Striking Trend

May 8th, Montreal, Quebec, Canada—Protest fashion has a long and colourful history within social movements, and the nearly two month student protests in  Montréal are no exception. Correlating with last week’s rise in violence during the marches, activists have adopted the militant bandana-over-the-face look to protect their identities—and to look cool. This iconic statement has spilled-over as as even the most humble supporters have been spotted sporting the look. To that end, we thought we’d take a look at other protest fashion that has transcended that arena to the every day.

 The Bandana. Originating as a practical article from the ‘good old west’ era, where cowboys would employ this article to cover their face while robbing a bank or engaging in some other nefarious activity, today it is more recently affiliated with being an outlaw, and expressing a radical tone.  

The look has been adopted in recent decades, from “cow-punk” hipsters wearing it as a ‘kerchief around their neck, to rap artists wearing it over the lower half of their face. The latter has its roots in the graffiti movement of the early 80s in New York, where Graffiti artists used the material to help minimize the inhalation of fumes from spray paint cans; rap artists today continue to use this outlaw/badass look which permeates down to the everyday street couture of rap culture.

Montreal’s mayor, Gerald Tremblay, announced yesterday the city would be putting the kibosh on people wearing bandanas by pushing through legislation that would make it illegal for protestors to hide their identity.

  The Kufiyyah. An Arabic scarf which has come to symbolize support for the Palestinian resistance movement. Stemming from the practical necessity to keep the sun off your head and the dust out of your eyes in the Middle East, the scarf has been modified for everyday use in many countries around the world.

Palestinian Liberation Organization leader, Yassir Arafat popularized the headdress for mainstream usage in the 60s after the PLO was able to garner international attention to their cause, which would eventually earn them Observer Status at the United Nations.

The general population in the West first took to wearing a modified version of the traditional scarf in the 80s to show support for the Palestinian cause during the first intifada, and it has more recently been absorbed by hipsters, mostly devolved from its original usage to simply being fashionable.

Designers such as the Israeli, Nili Lotan, have taken these protest trends even further, utilizing specific design elements—such as patterns, materials, symbolism and sensibilities—of the 60s through to today by building upon the original works.

Some of her pieces evoke the movements of the 60s with their long, flowing shape; others mix modern design with traditional patterns. Lotan also draws heavily from her own experiences and ideas, namely her collection that was inspired by the most recent war in Lebanon, in which the materials used are printed with various firearms.

  The next time you go out to protest, be inspired, and do it with style.

 What are you wearing? Let us know what protest fashion you think looks great by emailing us at team@expressionisnow.com or via facebook.com/expressionisnow.

####

For more information:

LeeAnn

Executive Features Editor

Leann@expressionisnow.com

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A Simply Delicious Concept--LUFA FARMS

Fevrier 25th, Montreal, Quebec Canada—Fruits and vegetables at the local grocer are marketed “fresh” via water spritzers and clean signage, but behind most produce is a stagnant and damaging story.  From pesticides and hormonal enhancements, to gas guzzling distribution that impacts the environment, the seemingly fresh product is really a hazard to life. Now, imagine a world full of neighborhood farms yielding fresh and savory produce daily to the locale, free of fungicides, pesticides, and don’t-know-what-a-cides, whilst offsetting these damaging footprints. In today’s world land may be scarce, but there’s a valuable and abundant untapped resource even New York City can afford—rooftops. The LUFA Farms™ initiative led by visionary Mohamed Hage has evolved imagination into reality since 2011. Today, the world’s first prototype rooftop farm in Montreal, Quebec is alive, running and acquiring global attention--that’s because the concept is “simply delicious” as Director of a Montreal Public Relations agency Aasit Thakkar declares it.

This past weekend, LUFA opened its doors, or roofs shall we say, for an inside peek. Visitors included culinary students, chefs, professors, biologists, and food enthusiasts. The 3 hour tour began with an informational providing rudimentary knowledge on farming, transparent practices and innovative breakthroughs via the LUFA initiative.  Highlights included employing conservatory farming techniques such as instruments to capture rainwater for irrigation, heat sourcing from the building itself, since heat rises, and a breakthrough CMS system called ARGUS that enables Mohamed and his team to control all parts of the farm merely from a iPhone™. Other information provided also included ideal temperatures for produce farming, the use of bio-controls to eliminate harmful pesticides, and an economically efficient distribution system. Briefly thereafter, visitors indulged in fresh cooking from the farm to see and taste the difference before being escorted into the very farm itself, which upon entering is breathtaking.

The LUFA initiative does not stop there. Mohamed explains how the concept is currently being rolled out across the province to provide freshness to even more people. Even more amazing, farms can be rolled out in less than 1 month. With a plausible farming practice, and impressive taste experience that matches if not beats the price of produce from local grocers, the LUFA farms initiative is worth taking a bite out of. Currently, the farm offers weekly produce baskets to subscribers that can picked up a various drop-off points in the city. Visit www.lufa.com to taste more.

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DRAPED IN BLACK HISTORY

DRAPED IN BLACK HISTORY

Fevrier 24, Montreal, Quebec Canada--The night was a sexy, luxe and cultural affair that paid tribute to the African diaspora in Quebec. Titled "Black Expo Design," the event showcased African-Americanism in fashion and art. Name sakes included Corine Cosmetique, Hype Energy Drinks, Elmer Design, and Maxen Suits, in addition to a special performance from Montreal's 8 Count Dance Troupe. The affair had the ambiance of an upscale fashion event, with the beat and personality only the African people can achieve.

Commencing at 7:30 was the pre-cocktail reception in the Loft Hotel’ Salle Sherbrooke. The ambiance was enticing and elegant with the subtle lighting, a crowd decked in gold and silvers, canapés and a special mob performance. There-foreward guests were escorted into the marvel of the Hotel’s Salle St.Denis. The scene was a fancy-bland, with a spectacular runway aligned with ornate silver seating and swag-bags, but missing the critical touch of the fashions to come. A grandiose spiral staircase set the backdrop to the show. The fashions that stepped outward at 9:00 were whole-heartedly African in nature. The piecework unearthed African signature elements such as tribal prints, loose and airy garments that worked form and function, in addition to elemental considerations such as the use of draw-cord over zippers on items such as pants. The showcase included casual everyday wear, dresses, formal wear, and even bikinis. One of the evenings most stunning outfits was an elongated fur and feather dress that required the assistance of two, and fleshing out the culture’s bond with nature.

The Black Expo Design culminated in the Salle Sherbrooke’s reception area for post-show press. Many meandered about to discuss the latest collections, designers were whirl-winded into interviews, and others carried the beat whilst drinking and dancing the night away. The overall motif of the evening was an elegance in a vibe only the Africans can achieve. For example, unlike the traditional fashion show with uptight crowds sitting as though they were in a library, the crowd of Black Expo Design were elaborate fashionistas that unleashed their inner passion via chants and cheers as the looks walked the runway. The evening was best summed up as vibrant-- much as the African Diaspora is known to be and will continue to be in North America.

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Montreal Fashion Week 2012 - FashionForFreedom LIVE!™

Join us in an expression journey through Montreal Fashion Week FW2012. We take you down the runways of the hottest designers including DUY, MARTIN LIM, Marie Saint Pierre, UNTTLD, Lyn, and Anastasia Lomonova. 

Video Courtesy of Plasma Multimedia

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Collectif: Anastasia Lomonova, Lyn, UNTTLD

Photo Courtesy of Plasma Multimedia

February 07 2012, Montreal, Quebec Canada--It was a death show screaming with a crowd larger than any other, two runways, and a showcase that paid homage to the raw manifest of humanity. In the much anticipated collectif show, designers Anastasia Lomonova, Lyn, and UNTTLD synergized their talents to unleash a fire-cracking show as the grand finale to 22nd annual Montreal Fashion Week. 

The 50 minute collectif show traversed fashionistas across bewildered jungles, forests, and desert dunes. Anastasia Lomonova ignited the evening with her signature drapery in stunning cocktail and evening dresses, which were accessorized with whip-like wristlets, and long frayed necklets—working together to illuminate an empowered female figurine quite similar to a warrior princess.  The color palette was kept a sharp black, grey, navy and white. The following showcase of Lyn pushed the boundary farther with a desert inspired collection. Employing cable-knitting, the pieces seemingly took reference from the cultural hijab headdress, and re-examined the functional elements of the traditional scarf and hood, and procured a head-to-knee garment fit not only for a new season, but a new era. The color schema included stone, mud, beige, black, and brown—quite reminscient of desert dunes. The evening culminated with the showcase of UNTTLD featuring a diverse offering of dresses, skirts and overcoats. Forestral elements such as fur and feathers were signatory, illuminating a gaudily earthen image. The color palette referenced similarly with hues of brown, grey, and black.

The collectif was a seamless wanderlust. It reminded one of his/her ephemeral roots yet individual destiny via ingenious natural allusions yet innovative and contemporary aesthetic. In its entirety, the collection highlighted raw talent and fashion techniques in a collaborative and harmonic way to procure a powerful closure to the 22nd edition of Montreal Fashion Week. 

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MARTIN LIM FW2012

Photo Courtesy of Plasma Multimedia

February 07 2012, Montreal, Quebec Canada—the anticipation behind MARTIN LIM FW2012 has been accelerating ever since the designer was awarded the winner of the prestigious Mercedes-Benz Start-up Initiative. Launched earlier last year between IMG Fashion and Mercedes Benz Canada, the Start-up Initiative is meant to support and celebrate talented, young and promising designers of the future. Danielle Martin and her husband Pao Lim described the experience as “supportive, motivating and boosting,” and their FW2012 show proves their merit right.

For FW2012 MARTIN LIM weaves viewers into an alternative space marked by color blocks, geometry, and defiant innovation.  Whereas many designers put forth a color-scheme, MARTIN-LIM pushes the boundary by artfully toying with colors such as purple, and fuchsia and blocking them on black.  The geometrical blocking was accurate, varied for design, yet consistent to maintain cohesiveness. Further to that, MARTIN LIM geometrizes the functional elements of the garments via such piecework as wide-sleeve dresses and V-necks.  Together, the effect is extraordinary, and ingeniously accentuates the function of the human body. This season consumers can expect a diverse offering from wraps, and A-line dresses to pencil skirts.

MARTIN LIM FW2012 is an extraordinary showcase of innovation and fresh ideas. The designers’ diverse backgrounds, down-to-earth personality, passion for fashion, and each other, synergize to procure a magnificent brand that is bound for future. Coupled with the expertise granted by the Start-up Initiative—MARTIN LIM will be a sure-fire leader in contemporary fashion.

Catch Martin and Pao LIM in the post-show interview available on LIVE!Tube on Friday Fev 17, 2012.

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Marie Saint Pierre FW2012

February 06 2012, Montreal, Quebec Canada—the come-back was impactful, original and on point.  Marie Saint Pierre’s re-launch into FW2012 was delivered in what fashion veterans can call impeccable Marie Saint Pierre style. The space was dark, illuminated by flickering fluorescent lights, and the opening sequence featured a poetic short-film and a revolving master model outfitted in contrasting white. The line movements, too, were reworked as models walked to sequential stations to momentarily pause, revolve in synchronized fashion and continue forward. In its totality, the message was clear—Marie Saint Pierre is back.

In her FW2012 re-introduction, renowned Montreal designer Marie Saint Pierre focused on the dichotomy of the ephemeral and natural, versus the modern. The collection played heavily on flare-work, emphasizing natural movement yet referencing innovative future style. Specifically, the collection included such outfits as sharp A-line dresses, complexly draped cocktail dresses, and a stunning leather sleeved pencil dress amongst others. Although dominated by black, colors such as yellow and teal were modestly introduced. The scene was captivating and stunning.

The FW2012 of acclaimed designer Marie Saint Pierre was certainly the highlight of Montreal Fashion Week’s opening night. “It was a much anticipated show that truly celebrated and re-introduced Marie Saint Pierre style from the past, and shot it straight into the future,” asserts PR Mogul Aasit Thakkar of FashionForFreedom™ Public Relations.  It’s been a long journey for the house of Marie Saint Pierre, and by the looks of the FW2012, the journey is just beginning.

Photo Courtesy of Plasma Multimedia

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DUY FW2012

February 06 2012, Montreal, Quebec Canada—DUY kicked off another season with his mastercraft style of balancing complexity with simplicity. The authenticity permeated the entire show, from nature music, and simplified hair and make-up, to the complex piecework of the looks themselves.  

For his FW2012, DUY unearths the classic fairytale within.  The fabrics and draping artfully paid homage to the boudoir featuring fabrics spliced with sheer lacing, which artfully exposed the body’s form and function, alongside exquisite drapery imbuing elegance.  Another revived element of design was the zipper. From across-the-shoulder zips, to full zipper-backs accentuated by graceful detail work, DUY gives the zipper, and its deeper message, new light. The color palette was kept simple and showcased primary blacks with occasional windows into shimmering royal blues and nude. The scene was majestical; quite reminiscent of Shakespeare’s “A Mid-Summer Nights Dream.”

From the momentum gained in LG Toronto Fashion Week to the launch of FW2012 in Montreal, DUY is marking a territorial style he can call his own. “The looks are innovative yet don’t scream in one’s face—they are silently powerful, and coupled with their elegance, DUY achieves a sort of je ne sais quoi” proclaims Aasit Thakkar CEO of FashionForFreedom™ Public Relations. And it’s this je ne sais quoi that makes DUY a promising name for seasons to come. 

Catch Duy Nguyen in the post-show interview available on LIVE!Tube on Friday Fev 17, 2012.

Photo Courtesy of Plasma Multimedia

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OUTSIDE THE BOX FASHION--MEWS

January 20, 2012, Montreal, Quebec—The night was young, hip, and edgy—the concept, killer. Every third Thursday of the month, Die Young Die Happy Productions produces “Mews”, an emerging artist and designer series.  “It’s a breath of fresh air,” asserts Aasit Thakkar CEO of FashionForFreedom™ Fashion Public Relations. “Everything from the showcase, the people, and even the drinks are down-to-earth and off the beaten path.” Mainstream is pushed aside, and grassroots fashion and art finally embraced.

Fashion designers Masabni and Sugaristik took the stage at the latest edition, among other supplementing artists. 11 year veteran Jennifer Masabni constructs flirty feminine pieces including cocktail dresses and tops aimed for the confident young woman who aspires to succeed and enjoy the good life. “It’s for the real young-woman, who works hard and enjoys going to fine restaurants and lounges” described Jennifer. The latest SS2012 collection is set for a Mar 2012 launch at select boutiques including Delano, Mood Corps et Accessories, and Novo in Quebec city among others.  Creative director Rossi Kalkovska took the spotlight during the second half of the evening with her upbeat and innovative collection called “Sugaristik.” Sugaristik’s approach at fashion emanates from drum and bass beats, fused with street culture—the people, the lights, the streets,” asserted Rossi. The latest collection is dubbed “L’Exsistence Nocturne,” and let’s just say first impressions are stunning. Overall Sugaristik aims to be multifunctional, sustainable, and avant-garde fashion. Sugaristik is available online at Sugaristik.com.

From local fashion showcases and wall art, to the people that occupy the space of a venue out of mainstream—Mews successfully manages to piece together an expressive and supportive series quite “Outside the Box.” Directors Danik Yopp and Dina Habib are engaging, fun and personable and without their style—Mews would just be any another event. For the moment, however, it certainly is not and one cannot wait to explore the next round of emerging talent Montreal has to offer at Mews.

www.dydhproductions.webs.com

www.masabni.com

www.Sugaristik.com

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FASHION + TECH: CINEMA-SELLING

January 14th, 2012, New York, New York—Fashion has long been the trendiest, and most evolving industry in town, but the energy quickly fades when the show is over. Reviewing a decade old promotional mix of print and event-based advertising reveals that while they promote “a story behind the collection,” the story is left limp; Ads are motionless, and runway shows have guidelines.  A new space where the story can be flushed out is needed. The industry’s next big trend is on the rise, and Montreal PR Mogul Aasit Thakkar calls it “Cinema-Selling.”

Cinema-selling is a form of transmedia-storytelling.  When the movie-series “Harry Potter” released, transmedia-storytelling quickly emerged. Video games, Meet-ups, a theme park,  and even specialty Jelly Belly Beans™ offered newer ways to interact and deepen the relationship. Cinema-selling does the same. Garments take on a life of their own, becoming the characters, sights, and sounds in a cinematic short. The result is an orchestral masterpiece that deepens branding, brand positioning, and ultimately fan relationships— And in doing so, brand equity rises. Already designers such as Versace for H&M, Prabal Gurung, and Aqua Di Lara are putting forth cinematic shorts that take fans on a deeper journey into the brand. It’s a bold move in trying to sell the story behind every fashion brand.

With the emerging trend of Cinema-Selling, the fashion industry will step up as a leader in the new wave of branding called sensational-branding. This act alone will help solidfy the industry’s position as the trendiest and most evolving industry in town. Who knows what will come thereafter?—designer water from Aqua Di Lara? or a video game from Versace for H&M? 

Prabal Gurung Pre-Fall 2012 Teaser

Versace for H&M Teaser