In 2014 Jodi Goodfellow launched Start Up Fashion Week. A platform, not only for emerging designers, but models, photographers, PR agents and the like to get their foot in the very heavy door of fashion — An industry which is notoriously almost impossible to break into.
On Friday, October 25th buyers, consumers and the rest of the Toronto Fashion scene gathered at Daniel’s Spectrum to discover what’s new in fashion. Fashion Week is typically chaotic; designers show in the far reaches of the city, with event attendees scrambling to get from one corner to the other in time for the next show. At SFW however, there’s a single show in which all designers are showcased. It’s strategic as buyers that have purchased tickets for specific collections will be exposed to the full breadth of SFW designers; this gives equal opportunity to all designers including those who may not have the budget to put on a full collection on their own.
While a typical runway show is short and sweet, some lasting as little as 15 minutes, the SFW runway lasts about an hour and a half. On Friday, the show began with a stunning performance by local dancer Shaka Lee. She was wheeled down the runway by two models in an inflated ball (the kind you may have seen years ago on America’s Next Top Model)- filled with gold tinsel. Inside she danced and played with the tinsel for a very eye catching performance and start to the show.
The smaller collections show first – those with three to five pieces, or looks. Including Nomia Studio (an accessory e-boutique), Hourglass Heaven (for women with an hourglass figure), Samira Dossani (bespoke women’s suiting), Chic Made Consciously (sustainable accessories), Naeela Designs (purses), Art of Marina (wearable art & sustainable textiles) and Teqmarq in collaboration with Luxfindz – a SFW alumni (wearable tech). While the designers all show on the same runway it is notable the different in how the models are asked to convey each collection to the audience. Each collection has its own distinct feel and mood, set both by the models and the music.
The second half of the show is the full collections. A group of very unique and innovative up and coming designers. These included Kayleigh’s Fashion (outerwear designer from Nunavut), Furlux (urban lifestyle), Project 313 (genderless streetwear) and Beri (who had us all don 3D glasses to get the full effect of their collection – not sure how practical it is for everyday, but definitely a fun addition to the show).
Zoba Martin closed out the show with her collection of bridal and pink evening dresses. Those of sitting front row were asked to find inside our grab bag a small vile of bubbles to blow onto the runway for the finale. Not only a magical touch to her beautiful evening dresses, but a fun opportunity for audience interaction.
The runway showcased an eclectic group of Toronto’s emerging designers. It’s clear from the FROW, there is no shortage of talent in Toronto’s fashion industry.
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