What do you get the when you put a leading British fashion designer in a room with some of Canon's best imaging products? The results of this unlikely combination were on display at London Fashion Week in February as Canon unveiled its Love Fashion collection.

To celebrate its sponsorship of the London, Paris and Milan Fashion Weeks, Canon commissioned avant-garde designer Robert Cary-Williams to create an exclusive couture collection using Canon products at all stages of the creative process.

Cary-Williams is no stranger to creating chic garments from unusual materials – one of the leading lights on the British fashion circuit, he has used everything from mirror balls to parachute material in the past. For the Canon Love Fashion collection, an EOS-1Ds Mark II,
a PowerShot A610 and a Digital IXUS i zoom camera were used to capture images. The images were printed onto paper and fabric material using a SELPHY CP710, a PIXMA MP450
and Large Format Printers. With Cary-Williams applying his creative talents and cutting skills to the materials, the final pieces not only looked stunning but were surprisingly wearable too.

The fashion press was given a preview of the exclusive collection at the London Fashion Week photo call, where top British model Lily Cole took to the catwalk in one of Cary-Willams' creations. Later on in the week, Cole modelled the Canon-inspired couture garments at Cary Williams' own show. The Love Fashion collection was on display throughout London and Milan Fashion Weeks at the Canon exhibition area, along with photos on the making of the collection.

Canon's involvement with the London, Paris and Milan Fashion Weeks – including principal sponsorship of the London and Milan events for the next three years – is the latest in a string of collaborations with the fashion industry. A few years ago, Canon mingled with the fashion elite for 'On the Other Side of the Lens' a photographic project in aid of the Red Cross. The project gave a candid view into the lives of fashion industry luminaries such as Tommy Hilfiger, Helena Christensen, Jimmy Choo, Patrick Cox and Stella McCartney. In 2003, Canon was involved in Fashion Rocks, a televised concert that featured the some of the biggest stars of the fashion and music worlds. In an industry where image really is everything, Canon's a perfect fit.

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