Amevie – trendy sun care company

Amevie sure sounds like a pretty name, but it packs a lot more meaning than just sounding nice! Amevie comes about from the latin word “amehvi”, meaning “Love Life”. Simply loving life? Sign us up! Amevie serves as a triple whammy in internet resources, as a super fun informative blog offering health tips regarding the sun and UV rays, without getting too medical on us, offering lots of fun inspiration and juicy tips about fashion, and safe fun in the sun. Not only is Amevie a pretty rich source of helpful info, but will very soon also serve as a platform for the company’s own brand of health-conscious sunglasses and sunscreens, which successfully balance health, beauty, and fashion, without sacrificing any of those three essentials.

Amevie is a super handy site to keep saved in your browser bookmarks; their articles are jam-packed with answers to those head-scratching questions about our health and how the sun’s rays work, while being extra accessible, intuitive and comprehensive. Reading the full details about these subjects from the more biology-heavy medical sources is a total bore, feels like school, and sometimes leaves us more confused than before. Browsing through some of their article titles, I noticed the added bonus of tips for travel too. These posts are full of little tricks and hacks to make traveling and keeping your skin, eyes etc. safe during your time abroad. So useful, right?!

Amevie doesn’t pull punches when it comes to busting industry myths about sunscreens and sunglasses, products that are supposed to protect us, but often don’t, despite having pretty demanding price tags. After all, who doesn’t want the knowledge toolkit to know which sunscreen, on a shelf stocked with tons of different brands that are all trying hard to sell, works best and isn’t feeding our skin cells unfriendly chemicals. If you don’t believe us, or are just feeling curious, see for yourself, and if you like what you see, share with your friends and family!

This article was written by Maurice Hriech, a Creative Industries graduate (almost) at Ryerson University with a love for city-living, summer, and organic skin care that keeps his health at the forefront. Hobbies include indoor gardening, film photography, and of course, shopping.

LaFemme TheBerge Crowdfunding for the Fashion Art Toronto Show

Tanya TheBerge is one of those fashion designers with an inspiring story, a fantastic background and a great product. A well known bikini designer for fitness competitions, we are thrilled to see her début collection at fashion Art Toronto (F.A.T.) this spring. But we will let you read her story from her own words, and don’t forget you can support her Indiegogo campaign with as little as $25.

Luevo: What is your favorite part about being a designer?

Tanya: My favourite thing about being a designer is that it encompasses so many different art forms in one. From illustrations, sculpture, tailoring, embroidery, textile design, conceptual collections and countless other forms of multi-media. The limits really are endless.

Luevo: What obstacles did you have to overcome to get to where you are today?

Tanya: Everyday comes with its challenges when you are a mother of two, entrepreneur and emerging designer but I believe it’s more important to focus on the positive. Although, some challenges I’ve had are seeking credibility without the possession of a degree from a prestigious fashion school, having to take care of and support a family of four while creating my collection with limited/no funding available to emerging designers in Ontario/Canada. I’m trying to overcome the challenges associated with an industry that is designed for the privileged to succeed.

Luevo: What advice do you have for young designers?

Tanya: My advice for young designers is to see the silver lining in every situation because it is from the bad experiences that we often times learn the most. Complete tasks fully, stay focused and be self analytical so that you are able to produce work that is authentic to who you are. Expect to have to work hard and then work even harder.

Luevo: Why crowdfunding?

Tanya: I decided to do crowdfunding because there is no financial assistance for fashion designers in Ontario. The costs of producing a collection, brand, label and campaign can be astronomical. I also liked Indiegogo’s feature of giving back to contributors. As a proud person, asking people for money is not something I’ve ever felt comfortable with but being able to give a piece of the collection and gathering my supporters together has been a great experience.

Luevo: What are you top tips for a designer going the crowdfunding path?

Tanya: My three top tips for designers looking to do a crowdfunding campaign. 1) Hire a consultant!! I worked with Ana from Luevo, and without her guidance, support and knowledge we would not have been able to launch a campaign that we can be proud of. She kept us on track and was an abundant source of information and knowledge. 2) The majority of the work is done before the launch so focus on making real connections with people who can make a difference 3) get used to everyone tell you “You should do this… You should do that…” and do the best you can.

Luevo: Let’s talk about your brand. Who is LaFemme Theberge?

Tanya: LaFemme Theberge is an artist who exists with a rebellious heart. La Femme Theberge is about taking the adventurous route, the route less travelled in order to discover new ways of being and thinking. La Femme Theberge is a rule breaker and innovator.

Luevo: Finally, where do you see the brand in the future?

Tanya: I see the brand growing to be recognized for producing unique and artistic red carpet pieces and being curated for art exhibitions worldwide.

Make sure you follow Tanya’s journey on Twitter and Instagram. You can connect with Tanya via her website, and you can always show your support by sharing her crowdfunding campaign with your friends.

Canada Day Outfits

Happy Canada Day! Luevo works with designers from around the globe, but not many of you may know that we are in fact a Canadian company. Our offices are in the trendy Toronto neighborhood of Liberty Village and we were born from the ideas of two Canadian entrepreneurs.

Being Canadian does come with some advantages: we are beyond honest, transparent and nice. We treat all of our designers and clients equally and we always strive to make everyone happy.  We are also a very friendly company to work for. Our interns go to fashion events and enjoy the occasional Bloody Caesar at the local Jack Astor’s.  In our office, not a day passes without enjoying a cup of Tim Horton’s with Timbits.

While everyone is spending Canada Day at home, we thought we should share with you some of the best red and white looks that you can wear as “Canada Day Outfits”.

John Oliver’s take on fast fashion

Just a few days ago, John Oliver talked about fast fashion brands like Joe Fresh and the Gap on his show. He called out these giant retailers and brands on their lack of supply chain management and for using child labour in their overseas factories.

People take one of two stands on this issue: either they condemn & boycott fast fashion companies and they buy locally and ethically made products; the other group believes that jobs are needed in these poor countries, and if children are willing to work to supplement their families low income, so they should.

Indeed, people do need jobs, especially in third world countries where there are usually large families and very low incomes. However, there is something to be said about work safety conditions and child labour. No child should have to work, because when they do (may it be in a garment sweatshop or out in the fields), you take them away from school. And an uneducated population has little to no chances of getting out of poverty.

What we should focus on is improving workplace safety and wages for adults employed in these factories. Supply chain management and transparency should be critical to any company, either small or large.

But, what can you do?

For starters, get out there and find a local designer that you really like and buy one or two pieces. Guaranteed that even if you pay more, it will last you longer and guess what, you just created a job for someone else, right in your backyard!

Search for fair trade products. Even overseas, there are factories that take pride on the quality of work they offer to their employees. We recently talked to a company based in Toronto that facilitates between designers and Indian factories, that are all fair trade. So if you are a designer that is ready to mas produce, consider them first, and if you are a fashionista – check the labelling for fair trade products.

Then start voicing your opinions, and help push these big companies towards a more transparent supply chain. Companies do listen, but it needs to be a strong voice in order to be heard out. So take on to social media or create a blog and demand fair wages and safe workplaces for all employees. Your voice will join others and together we can change an industry.

New marketing services for emerging fashion designers

Earlier this year we launched a number of support services for emerging fashion designers: web design, marketing and social media and public relations.  Our crowdfunding website can now be found at and we are getting ready for next season!

For the last 2 years we’ve been working with dozens of fashion designers and we’ve learned some things about their business process and what defines success:

1. Good designers DESIGN. We’ve talked to designers that went to school or that were self-taught, and they all share the same passion: to design. If they are good at it, they live and breathe design.

2. Designers are CREATIVE minds. They work well with shapes, colors, they have a visual memory. They are not as good with numbers and analytics.

3. Designers lack TIME. You see, if they are good designers they spend most of their time designing and use their creativity to get inspired and keep designing. They don’t have the time for much else.

The problem is a business is not just the product. It’s just not good enough to have amazing products. The online space is an opportunity and a curse. It is an opportunity because you can reach so many people around the world virtually instant. But you are a small fish in the biggest ocean there is, so you will have a very hard time getting on that opportunity.

I was fortunate to be able to build an amazing team around me and that we share the same common values: to help emerging designers succeed in their businesses so they can create more jobs locally and further grow our textile industry.  We decided to put forward our knowledge, our skills and our experience and continue our work a lot more hands on that we were doing it before.

So here is how we can help aspiring and emerging fashion designers:

1. Fashion Branding & Web Design Services

Remember that “people don’t buy what you do, they buy why you do it” – and for that you need cohesive branding and a strong online presence that tells your story.

I know that web design might be overwhelming, and I also know that design agencies take advantage of those that are not tech savvy. We build wordpress based websites that offer our clients a variety of options and e-commerce built in. The advantage is that your website will be search engine optimized (SEO) and responsive (mobile friendly) and we offer free coaching to teach you how to do your own small changes and updates and how to further optimize your content to get more online traffic.

2. Fashion Public Relations

We created a unique new method of running public relations campaigns for our fashion clients. Our formula is easily customizable, and we can either teach you how to do it yourself or we can run a complete PR campaign for you. Be aware of agencies that charge ridiculous amounts of money and request monthly retainers. We can help you on a project based basis and we only charge a one time fee, there are no hidden fees with us!

3. Social Media for Fashion Brands

With this one we really have fun! While I teach Social Media at the George Brown College Fashion School, I make sure that myself and our team is always up to date with the latest tools and techniques.  We can work with you on a one time basis where we evaluate your social media presence and build your strategy, or we can get our hands dirty and manage your channels month to month.

As a side note, I am also personally available for hourly consultations if you just need me to come in  for a couple of hours and give support. And always remember, that we don’t start a project until we communicated the solution with our potential customer. So not only do we analyse the state of your business and your goals but we also offer our recommendations for free.


This article was written by our co-founder Ana Caracaleanu.



3 memorable moments form the 87th Oscars

I personally really enjoyed the Oscars last night. For starters, I was finally on the same time-zone as the celebrations, so I didn’t have to wait till the AM hours to learn which movie won the big award. Then, there were the speeches. These guys have a whole lot of influence and even if TV viewers were less engaged than last year (12% less viewership). tens of millions watched  and millions took their reactions to social media.

Here are some of the highlights from the 87th Oscar awards that captivated most of us:

1. “Call your parents. Don’t text them” – JK Simmons, award winner for an actor in a supporting role (Whiplash). This was his message and the first speech of the evening. My takeaway from this is that no matter what industry you are in and  no matter how hard you work – don’t forget your loved ones, because they are the ones you go home to.

jk simmons

graham moore

2. “Stay weird”- Graham Moore, best adapted screenplay for “The Imitation Game”. I hope his message will resonate with everyone that feels like an outsider; Choose to be different than standard.



3. Women equality- Patricia Arquette, award winner of best supporting actresses for “Boyhood” Gender inequality is a hot topic from Hollywood to the suburbs of Detroit and Delhi. We must acknowledge that these issues take place in our backyard too, not only in third world countries and we can’t be ignored.

patricia arquette

And there was more. There were speeches that talked about suicide, Alzheimer’s, and politics. And then there were the crazy outfits and personalities from Lady Gaga’s rubber gloves to Travolta’s creepiness. Like I said, the viewership may have been lower this year, but the messages were strong and the show was entertaining. Let’s not forget the red carpet and the beautiful dresses that dazzled everyone, which one was your favorite?


This article was written by our co-founder Ana Cara, marketing consultant and social media professor. The red carpet images are courtesy of

CAFA 2015: The Canadian Arts & Fashion Awards

The CAFA Awards were created to recognize and celebrate outstanding achievement and emerging talent in Canadian fashion design. CAFA’s purpose is to encourage the economic development of the Canadian fashion industry and support Canadian cultural independence.CAFA 2015

The belief that the culture of a nation is reflected through the manner in which people express themselves is what CAFA represents. Fashion is one of the visible and collectively accessible means of self-expression which should be applauded when it’s excellence shines through.

This year, the Second Annual CAFA Awards took place on January 31st at the Fairmont Royal York in downtown Toronto. The awards were hosted by Editor in Chief and Executive Creative Officer of Yahoo Style, Joe Zee, who is also this year’s 2015 Vanguard Honouree.

What Was New for CAFA 2015?

This year’s awards proved to be bigger, better, and more glamorous than the year before, which gives great insight into how much it will blossom and grow in the years to come. A major difference between the 2014 and 2015 awards is the partnerships surrounding the various awards which certainly adds a level of excellence and pride to each award.  The different partnerships include:

The Swarovski Award for Emerging Talent in Fashion

The Swarovski Award for Emerging Talent in Accessories

The Sephora Image Maker Award

The Hudson’s Bay International Canadian Designer of the Year award

The Yorkdale Stylist of the Year Award

Another new element of the CAFA organization in 2015 is the mentorship program for the Emerging Designer award winners. The mentorship program supports the CAFA mission of encouraging economic development and creating a stronger appreciation for Canadian fashion by supporting emerging designers in the development of their brands on an international scale.

CAFA 2015

Fund Founder and CAFA Co-Founder Kucynski says that,

“Giving designers publicity and recognition is equally as important as giving them the growth capital to compete globally, our long-term goal is to help foster the next generation of Canadian, international designers”

The panel, who will donate their expertise and services to the up-and-coming Canadian talent, include: Amir El-Nesr, founder and president of Marketspace; Byron and Dexter Peart, co-founders and designers of WANT Les Essentiels de la Vie; Jan Kaplan, owner/president of Mendocino and M; Kathryn From, former president and CEO, Bravado Designs and independent investor and advisor; Natasha Koifman, president of NKPR; Tyler Udall, director at Blanche MacDonald and internationally recognized artist and photographer.

“We need to raise awareness for our Canadian talent nationally and internationally. The mentors are donating their time and expertise to emerging designers that may otherwise not have access to these professional services and consultants.”

– Vicky Milner, Managing Director of CAFA

CAFA is an excellent appreciation for Canadian Fashion and all of those who have a passion and love for it.  It shows that fashion is more than just clothes, accessories, makeup, etc.  It is art, it is creation, it is self expression.  With the many more years to come, CAFA will do great things for the Canadian Fashion industry.

Some of this year’s winners include:

  • The Womenswear Designer of the Year Award: Mikhael Kale
  • The Menswear Designer of the Year Award: Philippe Dubuc
  • The Swarovski Award for Emerging Talent, Fashion: Sid Neigum
  • The Swarovski Award for Emerging Talent, Accessories: Beaufille
  • The Accessory Designer of the Year Award: Jerome C. Rousseau
  • The Hudson’s Bay International Canadian Designer of the Year Award: Erdem

This article was written by our guest blogger Angie, you can follow her on Twitter @Unngie. All images are courtesy of CAFA and BestOfToronto.

The High and Low of 2014’s Designer Collaborations


‘Designer collaborations’ were the words on everyone’s newsfeed this year. 2014 was definitely the year for designer collaborations that generated excitement or headaches among fashion followers. The teaming of high fashion designers and big box retailers is not new, but why do they still happen and why do you care? Simply, this is high end fashion made available to the masses.

As an ode to the democratization of fashion, here’s a recap on 2014’s accessible designs and the pieces you missed out on.

The Bestsellers
Alexander Wang X H&M launched near the end of this year in November, and we covered it in real time before in this post, but this collaboration stands out as 2014’s most memorable one. The hype started half a year ago with surprise sneak peeks at the collection and this showed with the excitement at launch. Fans that waited so long for this collaboration, even lining up a day before in the cold to have a chance at owning a piece of AW. It was all over Instagram and featured in numerous editorials, with celebrities like Rihanna even wearing pieces before the launch. Alexander Wang’s designs are known for their wearability with his oft black, grey, and white collections reflecting New York’s concrete streets. It’s no wonder that so many want to emulate this ‘downtown cool’ feeling of New York and one way to do that is wearing Alexander Wang. But his creations including, Alexander Wang, Balenciaga, and even T by Alexander Wang are not in the ideal price points for the average consumer. So what do you do when your nearest H&M opens up shop with these designs? The answer is simple: you go. Men and women, old and young shoppers flocked.

Alexander Wang H&M 2014

Jil Sander X Uniqlo collaboration had been available for awhile under the name +J Brand. But it disappeared and a revival happened in October at exclusive locations. Though this collaboration doesn’t mimic the strategy adopted by Alexander Wang, followers of the Jil Sander aesthetic gladly welcomed the relaunch. The best news is that production didn’t stop after the supply was bought out, +J Brand is still available at Uniqlo. What makes this designer collaboration a cult favorite is that these could be the only basics you’ll ever need. The designer’s approach to everyday dressing: a perfect pant and clean white shirt definitely influences her designs. Although Jil Sander’s minimalistic collections are unattainable to the average nine to fiver, +J Brand is just an arm’s reach away, literally.

“I like to think that I have taught Uniqlo how far a “basics” company can go in the direction of quality, style and modernity. For my part, I learned how to design the best possible collection with limited resources.”

Jil Sander x Uniqlo +J Brand

Altuzara X Target happened in September with lots of buzz from excited fans of Altuzarra’s sexy, modern designs. The lookbook’s release generated so much excitement because there was so much variety. 50 items included basic, but sophisticated pieces that any women would love to have. Unfortunately, a trade off that occurs with these high-low collaborations is the low quality of fabrics and some shoppers were disappointed with this. When this happens its as if the exclusive designer pieces shoppers wanted are only a fraction of what Altuzarra’s actual collections will ever be. Nonetheless, there were a combination of responses with numerous positive reviews.

“Being invited to a collaboration means that in some sense your brand stands for something…it enhances my image and brings my name out there in a way that, on my own, I never could.”

Altuzarra Target 2014

What really spurs shoppers on to buy designer collaborations is that pieces are only available for a short period of time and in limited quantities. With Jil Sander and Uniqlo, this differed because uniqlo continued to carry +J Brand. What’s more significant is that these collaborations allows a greater market to attain and wear these designer names. How often have we wanted to, but could not support these designers we love on an average budget?

Granted, these pieces won’t compare with the designers’ own lines and this is what happens in a high-low collaboration. The high end name is meshed with low end businesses. But our desire for something designed by Jil Sander or Joseph Altuzarra is a small factor in these compromises. Its likely that collaborations like this will continue, hopefully for the benefit of the designers and their fans.


Hot Black Friday Deals in Canada

Although Canadians enjoyed their turkey dinners more than 6 weeks ago, they are as excited as their Southern neighbors about Black Friday.  But how do you find that perfect deal for you or a loved one? The news agency Global News warns shoppers that many retailers are using pricing tricks to lure in shoppers with “discounted” prices that are in fact the product’s original price.

So how do you make sure you don’t get tricked and instead you get the sweetest shopping treat of them all?

First, keep an eye on the products you plan on purchasing at a discount for weeks leading up to Black Friday. You can easily monitor the price changes on the retailer website,and you know if the Black Friday pricing are a good deal or not.

Secondly, always window-shop at multiple retailers! The same product may be sold at a great “non-Black Friday” discount somewhere else, so if the deal is good, get it!

Finally, look for smaller retailers/brands. They treat their fans to exclusive deals during the Holidays, so sign-up to those newsletters for updates.

We did some research and found the hottest Black Friday deals in Canada for you!

Target, the American giant retailer seems to have the best deals on everything! We checked out the womenswear flier and found deals from $5 and up (while quantities last of course).

target black Friday deals

On the other hand, Canadian brand Joe Fresh always has amazing deals, so head over to the nearest location to you and see what the have in store (or online – where their entire fall collection is 50% off).

joe fresh black friday deal

We then looked at independent designers and found they also offer amazing deals for their fans. Canadian made handbag brand Jessica Jensen Collection is offering 50% off to her fans with promo code BLACKFRIDAY at checkout. The popular menswear retailer Frank and Oak also offer exclusive deals and access to special collections to their members.

jessica jensen black fridayfrank and oak black friday


And who doesn’t love going to Eaton Centre in downtown Toronto, especially during the most festive time of the year? Visit the shopping center this Black Friday and you will be surprised with deals, giveaways and even free coffee!

Black Friday Deals

The Need for the Modernization of Fashion Week

Chanel Fashion Week

1945, New York city marks the first fashion week in history.

Travelling to Europe at this time (especially to Paris) was difficult for people working in the clothing/fashion industry. As a solution to this issue, Eleanor Lambert created the “ Press Week” for fashion designers to unveil their collections. Fashion magazines and fashion buyers were at the front row as the main target of these presentations.

Almost 70 years later, is this model of Fashion Week still relevant?

The “Press Week” that was initially created in order to shift attention from Parisian designers to American ones in time of the World War had been a success from the beginning: magazines started to talk directly to designers and publish American Fashion at the time when Paris was ruling the industry; they changed the attention from Paris to New York fashion.

The Press Week was not only for designers to get press coverage, but was organised in order for buyers to get a first glance at the next trends, next designers and to prepare and place their orders.

From New York, Milan, London, and Paris, this model has developed and become a huge hit in order to present to the press the local star designers and their designs. This led to the boom of fashion in major fashion capitals like Ready to Wear in New York.

The post war economic boom contributed to the constant growth of the fashion scene, attracting more fans and becoming more affordable. Department stores became bigger, expanded, and fashion press developed and became more influential. Press Weeks turned into the super famous Fashion Week: the inevitable milestone for any true fashionista.

Galliano Fashion Week

The zenith of the 80’s showed an exuberance of style and confirmed the importance of Fashion Weeks and their importance on the Fashion Industry.

In the 90s, a more minimalist style trend developed and is a trend which is still relevant today: The Super Model.

In the 2000s, LVMH and Kering (formally PPR) brought large investments into this fashion frenzy. Capital, competition, and the advent of the Internet opened to these companies and brands new opportunities and markets.

With an evolution of the Fashion Week model, we are recently witnessing an event that has gained social and economical power, and visibility. This event has the power to tailor a whole industry. During this evolution, space and legitimacy gave way to Fast Fashion. By copying catwalks and making designs more accessible to the public, fashion became not only an entertainment of the elite and wealthy, but available to everyone.

This presents an issue: how are the high prices of luxurious clothes justified? Especially when you can get the same style, design, and trend at the shop around the street corner for an affordable price? The answer lies in branding for these big fashion houses. By creating the need to buy more coveted products with new lines of: leather goods (commonly shoes and bags), perfumes, accessories and cosmetics. These products are promoted and fashionistas feel a need to buy them through high branding. To do so, one of the strategies has been to use Fashion Weeks as a convector of value. The Fashion Weeks gradually transformed from a presentation of various collections to an extraordinary show.

The Fashion Week as we know it today welcomes all of the hit fashion editors to promote heavy communication about the shows, brands, and celebrities to add value (after all, they are the style leaders). Bloggers and extremely well known models (Kate, Naomi, Gisele, Cara among the many) are new influencers in the industry. From a presentation that targeted buyers and media, Fashion Week has almost exclusively shifted into an event for these two words: public relations.

Givenchy front row


As a designer company, to be able to present a collection at Fashion Week and gain attendants you need a lot of resources. In 2011, Robert Duffy revealed to the NY Times that the Fall Winter 2011 show of Marc Jacobs costed 1,000,000$. Not every designer can afford that level of investment.

How to get this return on investment? Again, on these leather goods, perfumes and cosmetics. Not on clothing.

So how can new designers get the attention of the media without the same resources as big brands? Where is the place of the fashion designer in all of this frenzy?

The concept of Fashion Week needs a change if we want to get back to the original idea of the concept. Nevertheless, it cannot come back to the event it was 70 years ago.

The target of Fashion Week has to be redefined in order to leave some place to the fashion buyers, give space to new designers that need the attention and excitement around the Fashion Industry.

Several events are on a good track to redefine the target of Fashion Week. The Vogue Night Out and Dublin Fashion Festival, just to name a few are bringing fashion back to fashionistas, bloggers, and customers while allowing branding to continue. Fashion Weeks should run as events held only for professionals: high-end media, buyers and shareholders/investors.

Not only will doing this lead to cuts in needed investments for the event by concentrating on the core of the business, but it will also allow new comers to get the chance to present their work, build networks and gain visibility. Maintaining an event that contributes to the branding of a fashion house and having an additional event could benefit all the audiences that Fashion Week draws.

Now, fashion bloggers get refused at the entrance of some Fashion Week events. Designers have also taken a step back from that frenzy (eg. Helmut Lang and lately Jean Paul Gaultier). The industry is slowly developing new events such as smaller Fashion Weeks (Istanbul, Stockholm, Warsaw, Athens, etc.) and Fashion Festivals. It seems that the industry is realizing the need for a shift in the Fashion Week model for the next decade 2010’s. To attract business and welcome new comers and customers while communicating through the media

Hopefully this will help in bringing more creativity on the fashion scene.

Chanel Fashion Week 2

This article was written by Alex. Follow her @Stylindublin

Are you looking for a new writing opportunity? Perhaps you have style tips that you would like to share with the world? We value new fashion trends and are always looking for talented guest bloggers. If you’re a blogger or writer, this is the place for you to get noticed. Can you see yourself as a part of our blogging team? Apply here!