TORONTO — Fans always want to know about the luxury goodies big stars get once they jet into town for the Toronto International Film Festival. Who can blame them?

But the VIP bag to covet in 2010 comes from the IT Lounge (at 312 Adelaide Street West), an "accessible luxury" gifting suite that is putting Haiti first, not merely celebrity pampering.

"It's our biggest year yet and our fifth anniversary," says NKPR President and IT Lounge founder, Natasha Koifman.

"We have 15 brands participating. But everything across the board is going towards one cause: to help the people of Haiti," says Koifman.

Stars and invited guests who visit the IT Lounge can pick up Fila Italian fitness gear and preview the new "Centennial" limited edition line that celebrates Fila's 100th anniversary.

Celebs can sample Diane Lai all-natural, "sensitive skin" creams and Moroccanoil, a vitamin-rich hair line whose cult following includes Salma Hayek, Cindy Crawford, Scarlett Johansson and Jennifer Lopez.

From Baker Street desserts to Stila Cosmetics, Ardell fashion lashes, Kobo eReaders, Dagmar Jewellery and more, A-listers will get a hefty haul -- just like stars in the past including Edward Norton, Queen Latifah, Tim Robbins, Jason Bateman, Ryan Gosling, Ricky Gervais, Jennifer Garner and others.

But the upside for everyone is that these socially-conscious brands are making a real financial commitment to assist Artists for Peace and Justice (apjnow.org) help Haiti.

Founded by Paul Haggis and launched during the 2009 Toronto International Film, APJ helps improve the lives of Haitian children by giving thousands of kids access to schooling, hot meals, clean water and medical care.

Hollywood heavy-hitters like Penélope Cruz, Javier Bardem, Nicole Kidman, Olivia Wilde, Susan Sarandon, Gerard Butler, Josh Brolin, Diane Lane, Charlize Theron and Maria Bello sit on APJ's board of directors.

Their goal, says Koifman, is to make a difference in a nation ravaged by poverty and natural disaster.

"As a board member, I know first-hand that all funds raised go directly to improving the lives of the people of Haiti," says Koifman.

"Haiti is still in desperate need of our attention, support and funds. Over one million Haitians remain displaced in tent cities without the basic necessities of life," she says.

That commitment to Haiti slides from the IT Lounge to TIFF's second annual Artists for Peace and Justice fundraiser.

Hosted by James Franco, AnnaLynne McCord and Paul Haggis, this glitzy charity bash will take place on September 11 at the TORO After Dark Lounge at 164 Avenue Road.

One hundred per cent of the funds raised from the evening will be directed to supporting the initiatives of APJ in Haiti.

"Our goal for TIFF is to raise $200,000 for Haiti," says Koifman.

"Our IT brands are so socially conscious. Our APJ party will be a fun time for everyone," she says. "Anyone can find loads to love in that."