Events, Fashion, Marketing

Caesarstone & Mackage: Home, Home on the Runway

The tents of World MasterCard Fashion Week have literally just come down and my reviews are in – Toronto’s fashion week sponsorship was happening

See, I’m always a fan of our design talent, but given my profession, I watch the logistics of fashion week with a more discerning eye than others.  That’s why sponsorship always intrigues me. 

IMG now has full-fledged parental control over the event, though they have been steering the sponsorship for a few a seasons now. Many activations took the experiential route to showcase their brand’s message. Target? A sponsored media lounge with power outlets, a lounge and a bar (convenience, style). Ritz-Carlton? Constant refreshments for media and VIPs (exceptional service). 5 gum? Endless packs meant we never once lamented unfresh breath (savior to an awkward situation).

It should surprise no one that home brands like Caesarstone and Korhani have aligned with fashion week. They may cover your floors and counters, but the nascence of these products is just as fashion-y as the shoes you’re wearing. 

Caesarstone’s fashion-y collection

Korhani proves it each fashion week with their popular runway show inspired by real life fashions. And honestly, with rugs priced $100 and less, how is a new throw rug for the fall different from a new fall handbag?

Korhani’s Great Gatsby-inspired collection
Korhani on the World MasterCard Fashion Week runway

Caesarstone also capitalized on fashion’s association with interiors. Beyond appearing as just a  fashion week sponsor this season, the company collaborated their Supernatural line with well-known outerwear label Mackage on a runway show and after party at The Spoke Club. “Trends in interior design are often influenced by fashion,” notes Fernando Mammoliti, CEO of Caesarstone. “We feel that the Mackage runway show will serve as the perfect platform to showcase new and innovative designs from both brands.”

This was a great example of how two brands can align in perfect harmony. The stone was subtly visible as a backdrop to Mackage’s runway show and as accessories adorning the models. Afterwards, at the Spoke, guests were treated to a fashion exhibit where Mackage models and Caesarstone’s Supernatural product were displayed over the club’s three floors. Of course the real fun was discovering what else was hidden on each floor — as after parties go, this one was epic. If the endless martinis and oyster bar didn’t impress, surely the waffle station did.

Subtle sponsorship speaks louder than words
Caesarstone’s runway accessories for Mackage
Caesarstone’s runway accessories for Mackage
Caesarstone product sprinkled throughout the Spoke Club