Audi A3
German automaker Audi is acting as the presenting sponsor at the inaugural Toronto Men’s Fashion Week through the participation of its downtown dealership.
Toronto’s Men’s Fashion Week will be the 8th edition around the world with the Canadian city joining London, Paris, Florence, Milan, Singapore, Vancouver and Los Angeles. Automakers often pair with fashion industry events to tap into an established audience that has a high appreciation for aesthetics and design.
Best dressed
Referred to as TOM*, Toronto’s Men’s Fashion Week will be held at the Fairmont Royal York Hotel Aug. 11-15. Runway presentations will occur on the 12th-14th.
As presenting sponsor, Audi’s downtown dealership will host the TOM* Opening Night Party Aug. 11 that will feature celebrities, designers, models, musical performances and guest DJs. Audi’s Toronto dealership will also use this opportunity to display its inventory, such as the TT and R8 models and state-of-the-art showroom to attendees.
During the Opening Night Party, Toronto Men’s Fashion Week organizers will also unveil the official TOM* magazine.
Audi promotional image for TOM*
General manager of Audi Downtown Toronto, Paul Roach, said in a statement that “[the dealership] is pleased to be a presenting sponsor of Toronto Men’s Fashion Week, TOM*. The Audi brand is synonymous with exquisite design and quality craftsmanship, so becoming a partner with TOM* is a perfect fit.
Participating designers at the first annual TOM* can be found here.
The most notable automaker to pair with fashion industry events is Mercedes-Benz. The German automaker maintains the relationship with fashion throughout the year to maintain retention from fashion-minded consumers.
For example, German automaker Mercedes-Benz highlighted its ties to fashion with an eerie campaign video for spring/summer 2015 (see story).