March 28, 2011 15:41 ET

Rowenta Gets Runway-Ready as Official Garment Care Provider to LG Fashion Week

Europe's Luxury Garment Care Brand Supports Canadian Design

TORONTO, ONTARIO--(Marketwire - March 28, 2011) -

Attention: Lifestyle/Fashion/Home Editors

Rowenta, the world's leading premium garment care company, returns to the runway of Canada's premiere fashion event, LG Fashion Week in Toronto March 28th – April 2nd 2011.

"Every piece that goes down the catwalk has to be picture perfect," says Humaira Lasi, Rowenta Brand Manager. "We're thrilled to be back providing unlimited access to our luxury steamers and irons to the talented stylists and designers backstage."

Here are Rowenta's Top 'Runway Ready' Garment Care Tips to adapt for your own well-styled look: 

Tip #1: Always steam garments from the inside to remove stubborn wrinkles while protecting embellishments and delicate fabrics.

Tip #2: The season's hottest looks of ruffles and pleats can be a nightmare to iron but simple to touch up with a quality garment steamer.

Tip #3: Minimalist pieces require perfect styling to ensure seams lie flat and fabrics fall as intended. Achieve a sleek look with smoothing steam.

Tip #4: The secret to a perfect press is in the setting. Just like hair rollers, let your garment cool for a few minutes after ironing or steaming to "set" the press before wearing and release the moisture.

Tip #5: Avoid the fading effects of chemical dry cleaning and keep this season's brights vivid with gentle steam. Garment steaming is one of the best alternatives to dry cleaning, and a great way to remove wrinkles and refresh fabrics in minutes, without harsh chemicals. 

Watch for updates on favourite Canadian designers and all of the latest news from the runway here.  

Rowenta is also thrilled to sponsor star Designer Sunny Fong's Fall/Winter 2011 collection for VAWK at LG Fashion Week on Thursday, March 31st at 9:30 p.m. Known for his superior craftsmanship and precise tailoring, Sunny first started using Rowenta's professional garment care tools while competing on Project Runway Canada, and has been a loyal fan of the brand ever since.

About Rowenta – A Wrinkle in Time

From backstage to the runway, Rowenta is the tool of choice among top fashion designers and stylists around the world. Founded in Germany, Rowenta's history is marked by innovation. In 1949 the brand launched the first iron fitted with a thermostat, and in 1957 the first steam iron. Today, Rowenta continues its 'Wrinkle in Time' and has left its mark with unmatched performance in the field of linen care products worldwide. Rowenta is a proud sponsor of fashion weeks across the globe, including the runways of New York, Paris and London.

Join the Rowenta fan club for the latest style updates, pro garment care tips and more!

The Rowenta garment care family is available at The Bay, Home Outfitters, Sears, Bed Bath and Beyond, VSRG, CDR and other specialty stores across Canada.

For all of the latest product information and to find a retail location, visit

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