Coco Rocha: The New Face of Yorkdale Fall/Winter Expansion Campaign

Coco Rocha Yorkdale FW12

Toronto, September 4, 2012Yorkdale Shopping Centre is walking the walk befitting Canada’s premier shopping destination by signing international supermodel Coco Rocha to be the face of Yorkdale’s fall and winter expansion campaign. The campaign is signaling the launch of Yorkdale’s new 145,000 square foot expansion, the largest and most significant in the shopping centre’s nearly 50 year history.

“Ms. Rocha’s inspired style, international status and Canadian roots make her the ideal star for our expansion campaign,” said Anthony Casalanguida, General Manager of Yorkdale Shopping Centre.  “This is an exceptional year for Yorkdale and Ms. Rocha’s role in our marketing  activities will have a halo effect on our diverse range of fashion and lifestyle retailers.”

The fall and winter expansion campaign was shot the week of August 20 by one of Canada’s leading fashion photographers Gabor Jurina and styled by Zenia Esmail. In it Rocha wears fashions from many of the iconic and first-to-Canada labels that will be arriving at Yorkdale in November, including Ted Baker, kate spade new york, Ann Taylor, LOFT, Diesel and Anthropologie.

Beginning this fall and continuing into winter, Rocha will appear in the multi-platform campaign with a significant presence in outdoor and in centre billboards, print and digital.

On November 16, 2012, iconic and innovative brands Ted Baker London, kate spade new york and Ann Taylor are among those entering the Canadian market with flagship stores in Yorkdale’s new wing. Other notable new stores include Anthropologie, Diesel, Wilfred Boutique, the North Face, and an exclusive Rolex boutique at Raffi Jewellers. Holt Renfrew, Lacoste and Club Monaco will have refurbished and larger locations within the expansion. LOFT will open in an existing space in late 2012.

Yorkdale’s retail expansion is the second of two major developments in 2012, which together are creating an additional 190,000 total square feet in the shopping centre at a total cost of $220 million.

Copy and Photo: Yorkdale Shopping Centre


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