By  on October 22, 2010

IMG Fashion is stepping up its role in Canada’s fashion industry.

The company, which has served as a sponsorship agent for Toronto’s LG Fashion Week Beauty by L’Oréal Paris since March 2009, is expanding the partnership with the Fashion Design Council of Canada and will now also be working on production, marketing, communications and operations for the biannual event.

IMG Fashion, which produces Mercedes-Benz New York Fashion Week, also hopes to help Canada’s designers grow their profiles abroad through their global network of events, and bring more international designers to Canada.

“IMG is so seasoned and experienced,” said Robin Kay, the president of the FDCC, which launched fashion week in Toronto in 1999. “They will provide their expertise both on and off the runway, encompassing areas in production, as well as designers here in Canada and abroad, bringing them to our runway and our designers to other runways.”

LG Fashion Week Beauty by L’Oréal Paris started on Monday and ran through the week. The new deal goes into effect with the fall 2011 runway shows in Toronto in March. According to Peter Levy, senior vice president and managing director of IMG Fashion Worldwide, the partnership is expected to help “bring new opportunities to Canadian designers as well as help them to build strategic alliances in the global fashion industry.”

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