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Press Release

09/05/2008

LG Electronics Canada Unveils Fall Fashion Collection with a Colourful Palette of Programs Focused on Style and Couture

Life is Good When your Technology is Fabulously Fashionable

Mississauga, September 5, 2008 ? Ready-to-wear-chic and runway worthy, LG’s products have been long-considered the epitome of sophistication and style, so it’s only fitting that the brand extend its reach even deeper into the fashion industry. Today, LG Electronics Canada (LG) announced a series of endeavours that enhance their support and elevate Canada’s fashion industry to new levels. This impressive collection of partnerships will hit the streets immediately.

LG’s commitment to Canadian couture kicks off with sponsorship in this weekend’s DSQUARED² runway event at CTV’s Queen St. Headquarters, which will whet Canadians’ appetite for the fall fashion season. To build on this, LG Canada is also proud to announce their executive level sponsorship of Toronto’s own L’Oreal Fashion week, produced by the Fashion Design Council of Canada. This marks the first time a partnership of this type, consumer electronics, has paired itself with this important industry body.

LG Canada’s sponsorship of L’Oreal Fashion week however will also extend beyond a regular agreement with an additional two major components; one will be the launch of their newest cell phones Wed. October 22nd in the heart of the L’Oreal Fashion Week tent and the second will be the inaugural LG Fashion Fusion on Saturday October 25th which will serve as the final accolades to the week.

In true style, the first ever LG Fashion Fusion will take place in the tents of Nathan Philip Square and give industry icons, designers and consumers alike a chance to mix and match while experiencing the full fete of fashion. Grammy Award-winning and International musical talent, Maroon 5, are set to rock the runway with their soulful sounds while a yet-to-be announced International designer house will treat the audience to a full spectrum fashion show. Those who aren’t lucky enough to be inside will still get to experience the glamour and fashion of LG Fashion Fusion with the broadcast of the entire show set to be shown on large screens outside in Nathan Philips square.

LG will also announcing a significant partnership with Fashion Cares, and its important industry charity event happening on Nov.1st. As further celebration of LG Canada’s commitment to the fashion industry, they will be making a large donation as well as participating in this year’s fundraising show.

As the ultimate accessory to the program, LG Canada will also launch www.LG.ca/fashion, a website highlighting LG’s support of various fashion events in Toronto, specifically LG Fashion Fusion, L’OREAL Fashion Week and Fashion Cares. The website, launching on September 8, features photos and video, as well as a unique contest to give away tickets all fashion events through the LG “EGO-System”. Visitors upload photos showing off “My Style” in the hopes of gaining access to LG’s closing event party at the end of L'Oreal Fashion Week in October.

LG will also be conducting an open casting call for aspiring models to strut their stuff at the event and win access into the events. Details are available on www.lg.ca/fashion.

“LG endeavours to establish perfect harmony for fashion with technology. Since 1996 we’ve aligned ourselves with the fashion industry for everything from our involvement with the Chocolate Phone series’ launch featuring a lingerie fashion show, to the introduction of the Shine Phone series, in partnership with Birks,” said Andrew Barrett, Vice President, Marketing, LG Electronics Canada. “We love sophisticated style and, spectacular design and always strive to be fashion forward in everything we do so of course we’re excited to deepen our relationship within an industry that perfectly reflects these values.”

“It’s phenomenal to see a well-respected and highly coveted brand like LG dive deeply into the fashion community,” said Jay Levine, Director of Production, FashionTelevision. “Their products are in the hands of countless Canadians, and their influence on style is indisputable. The synergy between LG and the fashion world is clear, and we can’t wait to see what comes out of this relationship.”

 With six design centres across the world, including Seoul, Milan, Beijing, New Delhi, Tokyo and New Jersey, LG Electronics shows commitment to a design-led product development strategy, an approach that will help establish LG as the number one manufacturer of design-focused mobile phones worldwide. This focus on design is the ultimate connection between LG and the fashion industry.

“LG has always said that ‘Life is Good’, but now that LG has truly staked its claim in the fashion world, it’s safe to say that life is more than good: Life is Fabulous!” said Robin Kay, President, Fashion Design Council of Canada and Executive Director, L’Oreal Fashion Week. “LG designs more than technology?they design the ultimate accessories that the style-savvy crave. You know if you’re using an LG product, you’re au courant. We love it.”

“As Canada’s largest AIDS fundraiser, it is incredibly important that Fashion Cares connects with world-class partners that share our passion and commitment to fashion and the cause,” said Michael King, Chair of the 2008 Fashion Cares Steering Committee. “With LG, we are very honoured to have found such a partner and are thrilled that they are on board for this very important event.”

For more information on LG, please visit www.lg.ca.

 

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About LG Electronics, Inc.
The LG brand was established in 1995. The company is a global force in electronics, information and communications products, with more than 82,000 employees working in 77 countries around the world, and annual total revenues of more than US $35-billion (non-consolidated). LG Canada has offices in Toronto and Vancouver. LG Canada is focused on delivering award-winning products known for blending style and technology. These innovative products include cell phones, flat screen TVs, laptop computers and digital appliances. For more information please visit www.lg.ca.
  
About FashionTelevision
Celebrating its 23rd year as Canada's leading style program, FashionTelevision travels the globe in search for the visually stimulating and innovative creations of today's newsmakers in fashion, architecture, and design. FashionTelevisionChannel (FT) is Canada's first and only 24-hour English language fashion channel dedicated to the world of art, architecture, photography, and design. FT delivers a daily dose of local and international designer collections, fashion photo sessions, and a look at what's behind the stories that make up the headlines in the worlds of style and design. FT is owned by CTV Limited, a division of CTVglobemedia. For more FT programming information visit: www.fashiontelevision.com

About the Fashion Design Council of Canada
The Fashion Design Council of Canada (FDCC) was founded in 1999 with the specific mandate to brand fashion in Canada.  A non-governmental, not for profit national association, the FDCC has successfully built a fashion week that commands international respect and encourages continued economic trade
and profile of our industry.

ABOUT Fashion Cares
Fashion Cares is an annual gala in support of the AIDS Committee of Toronto (ACT), with the goal of building awareness of HIV/AIDS and raising funds for ACT. Over the past 21 years, Fashion Cares has raised nearly ten million dollars to benefit ACT and is the largest volunteer event in Canada.
www.fashioncares.com

ABOUT ACT
Founded in 1983, the AIDS Committee of Toronto (ACT) delivers responsive, effective, and valued community-based HIV support services and education, prevention, outreach and fundraising programs that promote the health, well-being, worth and rights of individuals and communities living with, affected by and at risk for HIV/AIDS, and increase awareness of HIV/AIDS.

ACT’s work is supported in large part by the generous support of individuals and corporations. ACT’s three major fundraising events ? Fashion Cares, AIDS Walk for Life Toronto and SNAP! ? provide much-needed funds for the agency’s HIV prevention education programs and support services. For more information visit www.actoronto.org.

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