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<i>FASHION</i> launches its first pet-centric high-fashion editorial shoot with Pet Valu

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[Toronto, Ontario] - Patron Studio, the branded content arm of SJC Media, and FASHION magazine, teamed up with Pet Valu’s Bailey & Bella brand to promote its new wedding collection through a high-fashion photoshoot to be featured in FASHION’s summer issue, on newsstands now. Bailey & Bella is known for its stylish and high-quality pet accessories, and its latest wedding collection is no exception. The collection includes bandanas with prints like “best bud,” “dog of honour,” and “I do too,” as well as a black tux and a pink flower dress with a tulle hem. Designed with a focus on quality, comfort, and fashion-forward style, the collection ensures that pets look and feel their best on their owners' big day.To highlight the quality and thoughtful design of the collection, Patron Studio and FASHION collaborated to organize a high-energy photoshoot featuring eight models and their adorable pets, shot in SJC’s studio in March. The models were styled in couture wedding attire curated by stylist Ashley Galang, while their pets, including seven dogs and one cat, were dressed to the nines in Bailey & Bella wedding pieces.

“As a proud dog dad of two mini schnauzers, when this project with Pet Valu was first discussed, I knew it was a perfect fit for us; our very first pet-centric high fashion editorial shoot,” says George Antonopoulos, FASHION’s creative and fashion director. “We always love  collaborating with new clients and expanding FASHION's usual executions. Having all our furry friends on set and capturing their unique bonds with their parents while also showcasing the collection was really special.”

The photography team was led by Lawrence Cortez and behind-the-scenes video footage was captured by Charles Vary. The results are packaged in both a five-page print spread in FASHION’s Summer issue (launching on May 22) along with an engaging digital destination on—both designed by Patron’s lead designer Leo Tapel and editorially led by branded content editor Karoun Chahinian.

“Working on this campaign for FASHION and Pet Valu has undoubtedly been the highlight of my career with SJC and Patron Studio,” says Chahinian. “Being able to bring the Pet Valu team’s vision to life by organizing this amazing shoot with George and the FASHION team was a thrill. Such a fun, creative and collaborative process that we hope to continue through future campaigns.”

To complement the beautiful imagery and video footage from the shoot, the branded content is centred around thoughtfully including your pets on your wedding day to ensure they both look and feel great during the festivities. The print execution includes names and prices of all the featured Bailey & Bella products, along with a QR code to lead readers to the digital article which includes shoppable links throughout the full length piece. See the final results of this exciting collaboration: Tails of Love.

Full credits:
Creative Director: George Antonopoulos
Branded Content Editor: Karoun Chahinian
Sales Representative: Susan Mulvihill
Project Manager: Michael Finley
Designer: Leo Tapel
Photographer: Lawrence Cortez
Videographer: Charles Vary
Stylist: Ashley Galang
Hair & Makeup: P1M Agency

FASHION is the #1 destination for progressive style-and-beauty fans across Canada. Its focus is to inspire Canadians of all shapes, sizes and gender identities and help them find the fashion and beauty products that work for their individual style. FASHION is published by SJC Media, Canada’s largest publisher of trusted brands with a reach touching more than 16.8 million Canadians.

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