Toronto Style

CF Toronto Eaton Centre Challenges Torontonians to Step up and Show Their ‘Reflections of Toronto Style’

Campaign showcases CF Toronto Eaton Centre’s New Toronto Style Ambassador Lainey Lui leading the “rally cry” 

Attention Torontonians, this is your rallying cry. It’s time to show the world your “Reflections of Toronto Style.”

Kicking off the start of a new fashion season, CF Toronto Eaton Centre (CF TEC) is thrilled to unveil the launch of its 2017 Reflections of Toronto Style campaign. To help share the city’s unique style tastes with the world, the centre is partnering with fashion and gossip maven, Lainey Lui of as CF TEC’s newest Toronto Style Ambassador.

Building on its ongoing success, #TorontoStyle will continue to serve as the premier platform to showcase unique fashion in Toronto, further cementing CF TEC as the leading fashion destination in the city.

Last year, CF TEC saw #TorontoStyle take off as a forum for engaging directly with its online community; the hashtag became a way for fashion enthusiasts to communicate with the centre and learn about the extensive lineup of retail offerings.

Borrowing a page from last year’s program, which engaged well-known and beloved Canadian icons to take part in a series of videos, print, OOH and social postings, this next iteration of #TorontoStyle will continue to inspire organic conversations around how Torontonians define and celebrate the unique style of “The 6ix.”

“CF Toronto Eaton Centre is the downtown style destination for Toronto,” says Shelia Jennings, General Manager, Retail, CF Toronto Eaton Centre. “At CF TEC, we’re focused on providing an elevated shopping experience for all our customers. The #TorontoStyle campaign is a living testament to our commitment to building vibrant communities, enabling consumers to make positive style choices that build confidence, while encouraging shoppers to remain true to themselves.”


Looking to tap into the fashion pulse of the city, Lainey Lui of has been tapped to lead the rally cry and drive conversation around the #TorontoStyle campaign. A Toronto-based personality best known for her outgoing character and unique fashion sense, Lainey brings a fresh perspective on city style. Recognized for her contributions to business and fashion, Lainey was named to WXN’s 2016 list of Canada’s Most Powerful Women and Toronto Life and HELLO! Canada’s best dressed lists in 2016.

“Style isn’t just what you wear – style is attitude, it’s curiosity, it’s imagination, it’s expression,” says Lainey Lui, Toronto Style Ambassador. “This is why Toronto is a global style destination – our style reflects our city’s diverse perspective and personality. I am thrilled to collaborate with CF Toronto Eaton Centre to celebrate Torontonians and all the ways this amazing city inspires our city’s style. CF Toronto Eaton Centre is one of my favourite shopping destinations with a stellar retail mix that always meets my style mood.”


To celebrate the campaign launch, CF TEC will be home to six digital Style Mirrors in property from June 22-24, 2017. Each of the mirrors will take selfie-like photos in front of uniquely iconic Toronto backdrops reflecting the style diversity of some of the city’s landmarks. Guests who take part in the experience on the 24th will be able to snap a selfie and have it appear on the 90-foot high LED digital tower at Yonge-Dundas Square, sharing their dynamic look with the entire city. Through this activation, CF TEC is aiming to curate the world’s largest fashion diary, a collection that will spotlight Torontonians’ diverse sense of #TorontoStyle.

Photo credit: By njene/Shutterstock


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Paul Fitzgerald

Paul Fitzgerald

Paul Fitzgerald is a journalist based in Toronto. He is a writer and blogger for HOSS Magazine and Vitalize Magazine, and is a columnist with the Toronto Sun (“Home, Smart, Home” – New Homes and Condos Section). He is also a science and technology columnist with and blogs for CNN International Report. His work […]

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