LG Denim DIY: the panel has spoken!

Around noon on Tuesday, I found myself weaving through a quaint crowd of a relaxed and welcoming collection of young designers, photographers, business representatives, models, volunteers and of course the day to day T.O Eaton centre regulars (who weren’t too pleased with us blocking the exits).

 While the designers varied in age, gender and style the common theme that they shared was their calm and collected mindsets on such an exciting day! Most of the designers were fashion design majors at George Brown College, Fanshawe College and Ryerson University. Jordan De Ruiter of George Brown College has been selling clothes in her home town for around sixteen years already, and wasn’t too fazed by the challenge of creating her first pair of denim. Her vision came to her one night while lying in bed, and after countless hours over several days she had created an extraordinary pair of unique but wearable, high-wasted bright blue jeans that had zippers climbing up the back of the legs for an extra edge. Although de Ruiter was nervous about the fit for the model, her jeans rocked the runway but unfortunately not enough to win over the panel!

The event was introduced and hosted by LG representative Frank Lee, who described the perfect accessory to a fashionista’s wardrobe: the LG Steamer Washing and Drying machines and Tide Total Care. Quite a fair statement by Lee as I know from experience how devastating it can be to pull your whites out of the wash only to find them pink. The culprit? One lonely hot pink thong. According to Lee, the steamer prevents the occurrence of bleeding and combined with the Tide Total Care, your clothes will maintain their colour and shape wash after wash. As the music was turned on, the fun began beginning with a modest pair of form fitting dark, high-wasted jeans. It was exciting watching the models emerge from behind a curtain, not knowing what funky pair of jeans would come along with them! There were about twenty different designs from skinny, high-wasted, dark, light, studded, zippered, patched and ripped- it was an incredible eclectic mix of styles.

Anita Clarke of blogTO, explained that her selection for the winning pair would be hard to make but would be based on the designers ability to find the balance between a creative jean as well as maintaining a business perspective so that the product is appealing to the buyers.

Curiosity got the best of me, and I had to ask Frank Lee why LG is showing such a great interest in the fashion industry! He happily explained to me that “technology drives style, and it only makes sense for the two to unite.” He noted that LG’s products are “accessories to fashion” whether it is the washing machines or if it’s the latest cell phone, LG products are making a fashion statement as much as handbags, shoes and jeans are too. If the two are so similar, and thrive off each other, it only makes sense for a brand marriage between style and technology. 

No! I haven't forgotten...

The winner of the LG DENIM DIY contest is...

 Lori Peltonen! She designed a dark denim with light washed denim patchwork in a flame shape. The jeans were a flattering fit on the model, and certainly proved to the panel that they were an edgy but wearable pair that would make it in the industry!

Congratulations Lori and good luck in the finals!