LG Canada played a large role in Fashion Week 2008, but upped the ante this year by becoming title sponsor of the iconic event, and utilizing the venue to promote its fashion-forward products and technologies.

Fashion Week, now known as LG Fashion Week and running from March 16-21, saw runway shows, cocktail parties and themed events, including several of the latter hosted by LG. The company showed off stylish new appliances at a "love your clothes" event, and its new X120 "netbook", known as "the new handbag", strutted down the runway within the arms of a model. LG's wireless division also promoted the "fashion of texting" through a charity challenge with Canadian wireless carriers that took place at downtown Toronto's Nathan Philips Square.

On the eve of Thursday, March 19, LG Canada gathered carrier partners together to compete in a "texting" competition that would see the winner receive $5,000 to donate to his charity of choice. Participating in the event was Raj Doshi from Rogers Wireless, Rizwan Jamal of Telus Mobility, and Doug Davis of Bell Mobility; as well as representatives from upcoming new Canadian carriers: Globalive's Tony Lacavera and Alek Krstajic of BMV Holdings/Public Mobile.

The five men went head-to-head at the event to text an unknown 25-character phrase (counting spaces) using a new LG device as quickly as they could. Globalive's Lacavera won the prize with his quick fingers that were able to type "show love 1 txt at a time" in just nine seconds. Showing true camaraderie, Lacavera opted to donate his $5,000 winnings to Krstajic's charity of choice: the Foster Parents Plan.

See our latest Photo Gallery Slideshow for images from the event, as well as stunning photos from the Ed Hardy Swim and Snow show that took place on The Runway at 9 p.m. And stay tuned for video footage of the texting challenge,  which was hosted by LG Canada's new Vice President of Sales & Marketing, Pat Button, as well as other fashion-focused events.

Fashion Week is organized by the Fashion Design Council of Canada (FDCC). In 2009, IMG Sports & Entertainment Canada also signed on as an exclusive sponsor, sales, and client services partner of the event.

[Photo: A model shows off the latest swimwear from the Ed Hardy line. At bottom, Pat Button, Vice President of Sales & Marketing at LG Canada poses with Tony Lacavera, Chairman of Globalive Communications, at the LG Texting Charity Challenge].

Article Tags:  lg, fashion, show, event, text, mobile phone, wireless, cellular, ed hardy, nathan philips square,fashion week, button, lacavera, globalive, bmv, public, rogers, telus, bell, x120, netbook