Evian steps up to Fashion Week with fancy footwear

Servers will be sporting pink hemp dresses and Evian-branded heels, in perhaps Canada's first Shoes-As-Media runway outing.

Toronto LG Fashion Week sponsor Evian is slipping custom-designed high heels on the feet of its Evian Girls, who will be serving the water at various runway-related events throughout the city.

Designed by US-based Gracienne Myers, the pink, white and blue pumps are made from PET, the same material as the bottles. Evian-branded shoes debuted at New York’s Fashion Week last year, and the two pairs worn in Toronto will later be auctioned off with proceeds going to the Evian Water Protection Institute.

‘Fashion has always been an important part of what Evian’s about,’ Michael Thouin, senior brand manager for Evian Canada, tells MiC. ‘Our target demographic is 25- to 44-year-old cosmopolitan individuals,’ Thouin says. The servers will also be wearing pink hemp-silk gowns designed by US-based organic clothing maker Virdis Luxe. With the eco-slant incorporated into the fashion branding, Evian wants to show that sustainability is important to their business and promotions, says Thouin.

This is Evian’s second year as a sponsor of Toronto’s week, but the brand has a history of sponsoring fashion events around the world. Last October in Paris it debuted the latest addition to its designer bottle collection, designed by Hermès creative director Jean Paul Gaultier. The bottles, called Prêt-à-Porter, will be on display this week at fashion tents throughout the city. At about $15, they are the affordable version to Gaultier’s couture Evian creations, which are auctioned off in Paris. The limited-edition bottles are only on display at fashion week, but are available for sale at restaurants and high-end grocery stores in the city.