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In an effort to bring Toronto Fashion Week to the masses, Maybelline New York is partnering with YouTube and IMG to provide the YouTube Fashion Week Live channel that will offer live streaming of 20 fashion shows throughout the week-long event, similar to the branded channel that was launched at last year's New York Fashion Week. It will also offer a sneak peek into the backstage environment, including interviews with designers and beauty experts. The only caveat: You'll have to sit through a Maybelline advertisement before each video, reports the Globe and Mail.
[See also: Kate Middleton's coats]
"In a few clicks, the public will have access to more content than ever before," says Alex Allard, digital marketing manager for Maybelline New York in Canada, in the brand's press release. "From our live stream of the shows to runway beauty looks to how-to videos, we're very proud to bring the makeup trends from the catwalk to the sidewalk in record time. We wanted our debut at a Canadian-based fashion week to be accessible to all with these exciting digital initiatives."Katie Green, brand communications manager for Maybelline New York Canada, tells the Globe and Mail about the shift in access: "Maybelline is an accessible brand, but fashion week has typically been a very industry-focused event," she says. "Now, with the change in social media, things are becoming more accessible."
Cozying up on the couch with a laptop, a cup of tea and live streaming from the runway sounds like a very tempting alternative to high heels, long lines and metal benches. Thank goodness for the digital revolution.
Toronto's World MasterCard Fashion Week runs from March 12 to 17, in the tents at David Pecaut Square.
Would you mind sitting through a few cosmetics ads to gain free access to Toronto's Fashion Week?
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