Fashion partnering with Eaton Centre to celebrate 30th

The little Toronto Life supplement that grew into a glossy monthly is partying hearty and offering its fans a $30,000 shopping spree.

The November issue of Fashion Magazine, which will arrive on Oct. 22, will be a 300-page ‘collector’s edition’ celebrating its own 30th anniversary, and saluting the styles and models who’ve graced its pages over three decades. Now published by St. Joseph Media, the glossy monthly started out as a quarterly supplement to Toronto Life Magazine in the fall of 1977.

The magazine is celebrating its milestone by partnering with the Toronto Eaton Centre shopping mall in a series of promotional activities. For starters, there’s the $30,000 Shopping Spree Contest, which can be entered either online or by purchasing the November issue and using a ballot printed inside 10 lucky copies. The contest runs from Oct. 18 to Nov. 23.

Another shared initiative is the ’30 Years in Fashion Exhibit,’ a retrospective look at styles culled from Seneca College’s costume collection showcasing the most significant trends of the ’70s, ’80s and ’90s. The exhibition is running until October 13 at the Toronto Eaton Centre. As well, two Birthday Bashes will be held – a private VIP party tonight co-hosted by Yves Saint Laurent’s Opium, and a second one later in the month at which 800 guests will whoop it up at Toronto’s downtown Moss Park Armoury.

With both creative and media buying done in-house at Fashion, the magazine’s anniversary is being supported with contra ads throughout 2007. They include 15-second billboards on Alliance Atlantis’s Food, HGTV, Slice Life, Showcase, Showcase Diva and FineLiving channels; plus 10-second bumpers integrated into episodes of CBC’s FashionFile. There are also Fashion Frame posters promoting the shopping spree contest in 200 Winners change rooms in Vancouver, Edmonton and Calgary.