Bringing "IT" Back: Caitlin Cronenberg and W Magazine Collab for IT Lounge Portrait Studio During Toronto Film Festival

Aug 20, 2013, 21:09 ET from NKPR

NKPR announces modern vintage theme with heritage brands Avon, Roots, Tweezerman and more

TORONTO, Aug. 20, 2013 /PRNewswire/ - Hot off the heels of its successful partnership with the legendary fashion photographer Patrick Demarchelier, the IT Lounge Portrait Studio returns in the opening days of the film festival (from September 5th to 10th). In an exclusive collaboration with fashion magazine W, Caitlin Cronenberg will take the helm of the portrait studio. Having featured the photographic works of powerhouses Steven Meisel, Steven Klein Bruce Weber and countless others, W Magazine will create a special online gallery that will feature a collection of Cronenberg's portraits of some of the most highly anticipated film festival's bold-faced names. The cast of Paul Haggis's festival film Third Person, which includes Olivia Wilde, Mila Kunis, James Franco, Maria Bello, and Adrien Brody, is slated to make an appearance at the Portrait Studio.

Presenting Caitlin Cronenberg and W
Over the years, Cronenberg has steadily built her portfolio, which includes images of Robert Pattinson, Nina Dobrev, Daniel Radcliffe, Sarah Gadon and Michael Fassbender, with editorial spreads for Vogue Italia, French Elle, L'Uomo Vogue, Vanity Fair and The New York Times.

"I've watched Caitlin mature in this industry and seeing her photographs on the pages and covers of magazines around the world fills me with a sense of pride," say NKPR president Natasha Koifman. "She is a tremendous talent who has diligently built a body of work that is original, daring and incredibly beautiful. I am so honoured to work with her and have her lead the Portrait Studio, which I know will be one of the most spectacular ever."

Says Cronenberg, "I've always loved working with Natasha and the NKPR team. They're so ambitious in their approach, and their creativity was perfectly aligned with my vision for the project."

Cronenberg has developed the concept for this year's Portrait Studio, which is based on Casa Susanna (first called the Chevalier d'Eon resort). Casa Susanna was a run down 1950s style bungalow camp in the Catskills where transvestites and cross-dressers would come to reside; it was a place where the guests could feel at home. They would play cards, eat dinner, have a laugh. There was a certain mystery to the space itself. Guests would dress up and pose in the various rooms in attire that best suited the proper lady-next-door. Today, these photographs remind us of our grandmother's houses, an eclectic mix of 50s/60s style furniture with some unexpected items.

"Our goal is for the subjects to feel like they have walked into a home or comforting getaway," says Cronenberg. "We hope to create an environment that is set apart from a typical photo studio where each person who visits will have a portrait taken that is very editorially driven."

Bringing IT Back - Modern Vintage: Tradition, Heritage and Classics
Over the years, the IT Lounge has experimented with many themes and for its eighth year, the IT Lounge presents Modern Vintage.

"While the idea of Modern Vintage is one of our more abstract themes, " says Koifman, "it does help demonstrate that brands have significant stories to tell. It's not by accident that brands, which have been part of our day-to-day lives, continue to thrive. They have history, heritage; they are classics. Brands like Avon and Roots have been innovating their products for years. At the IT Lounge, we have an opportunity to share those stories, successes and key milestones."

Avon calling, texting and tweeting… While beauty giant Avon is on the cusp of its one hundredth anniversary, it continues to keep things current by empowering and inspiring entrepreneurial women across Canada and around the world. Avon is also kicking off their Start Something campaign with USB bracelets, which will be sold to support the Canadian Women's Foundation and Big Brothers Big Sisters of Canada. Avon aims to spread the message in classrooms and campuses, where the abuse and bullying of young women has become increasingly prevalent.

A makeup bag essential, Tweezerman has been on the beauty scene for 30 years. The most trusted brand for grooming, Tweezerman will feature a then-and-now brows retrospective. Tweezerman has had its share of fashionable turns with partnerships with Cynthia Rowley, Betsey Johnson, and most recently, Isaac Mizrahi.

Colgate will reminds us that manners are never old-fashion when they collaborate with Anna Post, great-great-grand daughter to etiquette superstar Emily Post. Kicking off their "#SomethingInYourTweet" campaign, Colgate along with Post aims to find solutions to social (and social media) awkwardness.

Forty-year old, Roots Canada has, well, roots. A much-loved Canadian staple, the pride-inducing brand will feature items that represent their extensive history.

Stars with a sweet tooth should get ready to experience Cold Stone Creamery, which will feature twists on classic ice cream flavours. Craving something a little more… comforting? Italian heritage brand Barilla will be on hand at the their Casa Barilla Pasta Bar serving original pasta dishes inspired by Italian cinema and created by some of Toronto's most notable chefs and restaurants.

In addition, the IT Lounge décor will also incorporate aspects of the theme, with NKPR's headquarters once again being transformed with vintage furniture and trompe d'oeil sets pieces.

Style Snapshot: Who's Who of the IT Lounge
The IT Lounge has not only attracted film stars like Edward Norton, Ryan Gosling, and AnnaLynne McCord, it has also seen the likes of tennis champion Milos Raonic, teen idol Nina Dobrev, and it-models Agyness Deyn and Yasmine Warsame. The IT Lounge will also be a central hotspot for time-strapped journalists as the acclaimed media centre returns. Press can kick back and relax, file stories, review photos, or grab a snack and a beverage like bottlegreen, AQUAhydrate, DAVIDsTEA or a SKYY Vodka signature cocktail.

Giving IT - APJ Turns Five, Best Buddies Gala Turns 19
Having kicked off Paul Haggis's Artists for Peace and Justice's (APJ) global launch at the film festival five years ago, NKPR continues to raise funds and awareness for the charity. Since the launch, NKPR has helped to raise $5.5 million for the non-profit organization, which promotes and funds youth education, health and dignity initiatives in Haiti. NKPR and the IT Lounge continue the tradition of giving back by making a donation to APJ for every talent that visits the Lounge and has their portrait taken.

One of the marquee events during the film festival, the annual Bovet 1822 and Artists for Peace and Justice Festival Lunch presented with Roots Canada and Co-Sponsor Audi Canada will be held at the private residence of Diane Bald and Michael Budman. Co-hosted by Haggis, Diane Bald, Michael Budman, Pascal Raffy and George Stroumboulopoulos, the lunch will also include celebrity guests Mila Kunis, Kim Basinger, Liam Neeson, and Moran Atias. Past festival friends of APJ have included John Hamm, Gerard Butler, Eddie Vedder of Pearl Jam and Regine Chassagne of Arcade Fire. Tickets for this private event are available at

Having collaborated during the festival with some of the world's biggest stars including James Earl Jones, Michael Bublé, Peter Fonda and Lauren Bacall, the Best Buddies gala celebrates 19 years of raising funds and awareness for the national non-profit organization that helps provide meaningful friendships for people with intellectual disabilities.

#nkprIT13: Where IT's All At
Be sure to visit NKPR's microsite, which will feature a photo retrospective highlighting APJ's key moments to mark the charity's fifth anniversary. Whether it's the IT Lounge headquarters at 312 Adelaide Street West, the buzzing bar at The Spoke Club, star sightings at the A-list staple Hazleton Hotel in Bloor-Yorkville, or the most dazzling looks on red carpets across the city, the microsite will also serve as a hub for exclusive IT Lounge images and updates from NKPR's social networks:

Instagram: @NKPR
Hashtag: #NKPRIT13
Facebook: /NKPro