Edmonton fashion show spreads social awareness

By Vickie Laliotis

EDMONTON — The Edmonton City Fashion Show, hosted by local modelling agency Nouveau Riche, is turning up the heat on Jan. 21 for its sixth season of fashion-filled fundraising.

Equal parts fashion, live music and masquerade ball-fun, the event boasts a philanthropic undertone.

“I believe it’s necessary to bring an element of awareness to the world of fashion,” said Nouveau Riche CEO and event organizer Rose Rosales.

“We get so caught up by the glitz and glamour of fashion and fashion shows that it can be easy for one to forget the problems around us, like homelessness, troubled youth, etc.”

Proceeds from the event have long benefited charitable organizations throughout the city, including the Royal LePage Shelter Foundation, Wings of Providence Crisis Shelter and, most recently, the Autism Society of Edmonton Area.

This season, the show is raising money and awareness for the Edmonton Firefighter Burn Treatment Society.

“What people don’t realize is that they do a lot of their own fundraising to help victims who have been in tragic accidents regain their lives,” Rosales said. “Many people here in Edmonton don’t know about them or the amazing work that they do.”

The society is a volunteer-run, registered charity founded in 1977 by a small group of firefighters. The organization operates a burn treatment unit out of the University of Alberta Hospital, and runs a week-long camp each summer for young burn survivors.

“We’re looking to improve the quality of life of burn victims,” said Edmonton Firefighter Burn Treatment Society chairman and camp director Ian Mckee. “That’s why 100 per cent of the funds donated to us go towards supporting treatment research and recovery at our burn unit.”

Previous shows have raised up to $5,000 for their chosen charities, and this season Nouveau Riche hopes to top that figure.

“I believe it is important to spread social awareness because we can no longer turn a blind eye to those in need,” Rosales said. “This is why we have combined charity with fashion; we feel that educating the public and exposing issues is the only way to begin making a real difference.”

Proceeds from the event’s silent auction will go towards funding research for burn prevention and treatment, with a focus on reducing pain during the healing process and decreasing visible scarring.

“We are a volunteer organization, and with the economy being what it is, we are very appreciative of anyone stepping forward to fundraise for us,” Mckee said.

“This is a really worthy cause.”

The Edmonton City Fashion Show will take place at the Empire Ballroom, located in the upper level of the West Edmonton Mall’s Phase II. Tickets are $10 and include admission to the fashion show and masquerade after-party, as well as a chance to win one of three door prizes.