CASE STUDY

Joe Fresh clothing, designed by internationally recognized designer, Joseph Mimran, is marketed exclusively in Loblaws-owned venues throughout Canada. In recognition of the line’s outstanding success, Loblaws chose Fashion Week to launch the 2007 Fall Line at JM&A’s offices in Toronto.

Spark’s worked closely with JM&A to execute their creative vision, including set design, invitations, print materials and hand-outs. The major logistical challenge involved converting JM&A’s offices into an exciting fashion show venue. After careful planning, the runway, bleachers, stage set and décor were installed with minimal disruption of daily business activities.

Then, with over 300 press and fashion mavens in attendance, Spark staged a fashion show with all the flair of the great Parisian couturiers. The result: an avalanche of publicity on television, as well as in fashion magazines and the daily press.