Personal styling is finding a new home inside Canadian shopping centres, thanks to a national partnership between The Style App and Cadillac Fairview. The collaboration is bringing in-person and digital fashion expertise to malls across the country, offering shoppers a convenient way to access professional stylists directly through their local Cadillac Fairview property.
For Linda Stamko, founder and CEO of The Style App, the partnership marks a turning point. “We were super excited about our partnership with Cadillac Fairview. I just can’t stop beaming,” she said in an interview. “It’s like a dream come true.”
The Style App, which launched in March 2020 at the height of the pandemic, was created to connect Canadians with stylists both in-person and online. Despite the challenges of starting during COVID, Stamko built a platform that has now positioned itself as Canada’s first in-person styling app, with stylists available in every major city.
Blending Technology with Human Expertise
The platform is simple to use. Clients download The Style App, select their city and mall, and choose from a roster of stylists whose profiles and rates are listed within the app. Sessions can be booked in-person or virtually, with options for closet edits and mall shopping experiences.
Rates are tiered: Red Carpet Stylists, with 10 or more years of experience and high-profile credentials, are priced at $180 per hour, while Expert Stylists, with a minimum of five years’ experience, are available at $130 per hour. All in-person sessions require a two-hour minimum.
“We’re really happy because we are the very first in-person styling app, and we are all across Canada,” Stamko explained. “I think that’s what Cadillac Fairview saw in us — we can offer this service nationwide, with stylists who know each mall and understand their local demographic.”
Cadillac Fairview’s Nationwide Rollout
The Style App is now active in Cadillac Fairview shopping centres from coast to coast, including major properties such as Toronto Eaton Centre, CF Rideau Centre in Ottawa, CF Pacific Centre in Vancouver, and CF Chinook Centre in Calgary. In total, the service is rolling out across 16 Cadillac Fairview malls.
At Ottawa’s CF Rideau Centre, the partnership officially launched on June 30, with visible marketing integration. Shoppers can find QR codes on digital directories that link directly to The Style App booking page, while promotions are also featured in newsletters and mall advertisements.
“The engagement has just been overwhelmingly exciting,” said Stamko. “If you go into the mall right now, you’ll see the QR codes and our promotions. Cadillac Fairview has been an incredible partner. They really see the value we’re bringing to their clients.”
While the app is designed to be independent of specific stores, Cadillac Fairview’s retailers are already seeing benefits. The Style App incorporates stores directly into styling sessions, boosting visibility and sales while offering customers a more curated shopping experience.
“Retailers love it,” Stamko noted. “We’re showcasing their stores through videos and social media, and shoppers are booking styling sessions that naturally lead to purchases. It’s really a win-win.”
Cadillac Fairview is also encouraging mall-wide contests. At CF Rideau Centre, shoppers can enter to win a $100 CF SHOP! card through Instagram promotions tied to The Style App.
James Jefferson: From Red Carpets to Canadian Malls
For Ottawa-based stylist James Jefferson, who works as a Red Carpet Stylist with The Style App, the partnership is a return to his true passion.
“I started in my career in fashion design and styling quite a while ago. I was lucky enough to get hired by Marlen Cowpland, and later I had the pleasure of dressing the Right Honourable Michaëlle Jean,” Jefferson explained. “I’ve been working in fashion on and off for about 25 years.”
After running a marketing agency for more than a decade, Jefferson returned to fashion through The Style App. His work today blends online and in-person styling sessions, often beginning with a virtual wardrobe review before moving to mall-based shopping appointments.
A recent client, a government employee, began with a closet edit via video call. The next day, Jefferson took him shopping at CF Rideau Centre to build on what he already owned. “Because we had the closet edit, I was able to help him add the right pieces, show him how to mix patterns and colours, and even help him find a wedding outfit for a trip to Italy,” Jefferson said. “It’s a really rewarding process.”
Personalization as a Competitive Advantage
The collaboration comes at a time when Canadian shopping centres are working to differentiate themselves and offer experiential services to draw customers back into physical spaces. Cadillac Fairview has been at the forefront of such efforts, investing in everything from dining precincts to premium services.
“The truth is, people want to look good,” Stamko observed. “When they feel confident in the clothes they wear, it transforms their shopping experience. That’s what The Style App provides — it’s more than just shopping, it’s about building confidence.”
By embedding personal stylists within its malls, Cadillac Fairview is aiming to offer something that e-commerce cannot replicate: tailored, in-person expertise delivered by professionals who understand local markets.
Growth Ambitions Beyond Canada
While the immediate focus is on deepening its Cadillac Fairview partnership, The Style App has longer-term ambitions.
“My goal right now is to really nurture this partnership,” Stamko said. “Cadillac Fairview actually wants to grow with us, so that’s where my energy is going. But longer term, I want The Style App to dominate the Canadian market and then look to expand into select cities in the United States.”
She added that the Canadian identity of the brand resonates with shoppers. “Because of tariffs and the current market climate, people love that we are Canadian stylists working in Canada. They don’t see us as a U.S. company trying to dominate the space. That really matters right now.”
Looking Ahead
With its Cadillac Fairview partnership, The Style App has positioned itself as a pioneer in merging digital convenience with in-person retail engagement. For Jefferson, the impact is immediate and personal. “You get to meet a lot of great people,” he said. “Helping them feel good, confident, and ready to take on the world, that’s the best part of what we do.”
For Canadian malls, the collaboration is about creating meaningful connections with shoppers in an increasingly competitive environment. As Stamko put it: “It’s a match made in heaven. Shoppers love it, retailers love it, and Cadillac Fairview sees the value in it.”
