DRIVEN Magazine and L'Oreal Fashion Week

The Challenge / Opportunity:

Build a lifestyle alliance with a Canadian-based designer and integrate itinto L’Oreal Fashion Week.

What We Did:

InField customized an integration strategy for DRIVEN Magazine, leveraging L’Oreal Fashion Week’s lifestyle positioning. This included:

A DRIVEN branded video introduction to the Bustle Clothing spring collection
A limited edition insert for the September issue of DRIVEN that incorporated stills derived from the video shoot
Robust magazine distribution & product placement during Toronto Fashion Week
Sponsorship with The Fashion Design Council of Canada (FDCC), providing the client with tickets and assigned seating options for current and potential advertisers

Program Results:

Fashion Week remains one of the most high-profile arts and culture events in Canada. At the core, Fashion Week is an industry event, where designers, buyers, stylists, editors and media congregate - including DRIVEN magazine.

DRIVEN Magazine successfully distributed the September issue throughout the many 30,000+ square foot tents in the heart of downtown Toronto, Nathan Phillips Square - generating over 20,000 live impressions.

Alongside Bustle designers Shawn Hewson (Designer Judge on Project Runway Canada) and Ruth Promislow (a leading Canadian sportswear label), DRIVEN customized a magazine insert staring super model Andrew Stetson – also featured in the runway introduction video.

The multifaceted strategy allowed DRIVEN Magazine to offer a unique brand message to a much sought-after market while simultaneously aligning with the international fashion community.

Dates Executed

October 22nd-27th, 2008