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FOR IMMEDIATE RELEASE – September 30, 2011
The F-list launches “F-listed” to support Dress for Success Toronto
First online fashion auction to feature goods from Pink Tartan, Town Shoes, Danier; surprises from Jian Ghomeshi, Leah Miller
Toronto, ON – The F-list is celebrating a milestone anniversary, and is giving back by holding an online fashion auction supporting Dress for Success Toronto. From Thursday, October 6 at midnight to Sunday, October 16 at midnight, fashion lovers across Canada and the United States can celebrate The F-list’s fifth anniversary by shopping at F-listed, the first online auction to include apparel, accessories and other items donated by Canada’s most fashionable, as hand-picked by The F-list. Proceeds raised from the auction will benefit Dress for Success Toronto, the official charitable partner of F-listed.
In 2006, before “social media” and “fashion blogger” were common vernacular, The F-list, a site connecting the fashion-curious public with designers, retailers and brands online launched. The site is thrilled to be celebrating its presence on the fashion scene by hosting this auction.
“Dress for Success Toronto is such a positive force, helping people to support themselves and their families. They provide an invaluable service that gives people dignity. I wanted to support and raise awareness about that,” said Leesa Butler, founder and executive producer of The F-list.
The public will be able to browse and bid on these unique fashion items, with some starting bids at just 99 cents. Look for outfits from Comrags, Nada, Malene Grotrian, Pink Tartan and Carlie Wong; one-of-a-kind pieces from Parasuco, Evan Biddell and Carrie Hayes; leather handbags from Jessica Jensen and Peter Kent; gift certificates from Town Shoes, Joe Fresh, Place d’Armes Hotel, and Thompson Hotel; apparel and accessories from the closets of Canada’s most influential fashionable set, including Flare magazine’s editor-in-chief, Lisa Tant; Fashion Television’s Jeanne Beker and Nicholas Mellamphy of The Room at The Bay; jewelry; autographed books; as well as surprises from Canadian media personalities Jian Gomheshi, Liza Fromer and Leah Miller of E! and more.
To develop the functionality of the online auction, Butler enlisted Vonality. The Toronto-based agency specializes in cause and social marketing campaigns, most notably with Fox Television’s American Idol Gives Back.
I met Vonality last year working on another charitable program during TIFF and knew they were the right partner for my fashion auction,” added Butler.
About the Leesa Butler and the F-list:
Leesa Butler launched the F-list in October 2006 to fill an information void in the marketplace about the Canadian fashion industry. As a professional marketing consultant by trade, a fashionista by heart and a U.S. citizen by birth, she simply wanted to share the design talent she was discovering in her adopted homeland of Canada. Her experience in the inner circles of Toronto Fashion Week allowed her to see an opportunity for more promotion around fashion in Canada, and her connections in the dot-com business world allowed her to seize it.
Butler has spent more than 15 years in digital marketing and runs a private consulting practice, Divine Lab, Inc., helping clients develop and execute branded events and social marketing campaigns. She is a co-founder of Tastemakers Lounge, a celebrity gift lounge, along with Debra Goldblatt-Sadowski of rock-it promotions. Butler is an incoming regional director for Toronto’s chapter of the Fashion Group International ( She is also a frequent guest speaker and panelist on the subjects of fashion, marketing and business. Butler writes all content for the F-list, its monthly newsletter, The F Word, and also contributes to publications including Lush, Women’s Post and Flare magazines.
Twitter: @theFlist
About Dress for Success Toronto:
Dress for Success Toronto is a registered Canadian charity that changes the lives of Canadians and new Canadians by providing low income women with the necessary professional attire and career development tools they need to achieve success. Their unique wardrobe service helps clients look impressive, feel confident, and find employment. Founded in 2000 by Jessica Roelink, the organization is volunteer-driven, utilizing the skills of many talented people. Since its inception, Dress for Success Toronto has outfitted more than 8,000 clients with over 50,000 professional garments and accessories.
About Vonality:
Vonality is a professional marketing agency that creates high-profile, buzz-worthy social media campaigns and online auctions for such companies as Fox, American Idol, Hot Docs, Breathe Easy, Singapore Airlines, Sony, BMW, MEOW Foundation, Apple, Molson Canadian and more.  We help build fan followings through interaction with high net-worth consumers and create cause-marketing campaigns that build loyalty, awareness and get people talking. Vonality is the go-to auction and social commerce agency trusted amongst high net worth buyers, charity supporters and donors. If you are looking to reach new customers, align yourself with a cause and spark excitement, Vonality is your partner for success.
For interviews regarding Leesa Butler, the F-list or Vonality, please contact:
Christina Walters-Arseneau at
or 416.656.0707 ext 107
For interviews regarding Dress for Success Toronto contact:
Sheila Debly-Magnus, Executive Director, Dress for Success Toronto, at 416-901-6022

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