First St. John’s Fashion Week puts a spotlight on N.L. designers, say organizers

When people look at images of the St. John’s Fashion Week, says organizer David Howells, he wants them to wonder whether they’re from fashion capitals like Milan or Paris. (Submitted by David Howells)

The first-ever St. John’s Fashion Week is putting the spotlight on Newfoundland and Labrador designers, say organizers.

The event kicked off on Wednesday evening with an opening fashion show at Memorial University’s Innovation Exchange, followed by Thursday’s Atlantic Chic event, which promotes designers from the region.

Friday will highlight Indigenous designers, and on Saturday there will be an Indigenous market and art market at the Alt Hotel. The week wraps up Sunday with a fashion show and drag story time at the Avalon Mall.

“The big thing here is about showcasing local talent, of which there is an enormous amount,” said organizer David Howells.

LISTEN | St. John’s Fashion Week organizers tell us what to expect from the five-day event: 

Wednesday’s fashion show featured N.L. designers like M.J. Couch, who had 35 outfits to show off, and Constanza Safatle of Newbornlander, with more than 20 outfits.

“People have gone all in on this.This is the real deal.”

When people see online photographs of the event, he added, he wants people to wonder whether the image is from St. John’s or fashion capitals like Milan or Paris.

Co-organizer Roger Maunder said there are a lot of talented designers in N.L. they want to spotlight over the course of the event.

“There’s so many talented designers here in Newfoundland alone. I’m surprised that there hasn’t been a Fashion Week here already and that this is the first one,” said Maunder.

The five days of events will be hosted by Canadian Anishinaabe activist and filmmaker Sarain Fox, a guest judge on Canada’s Drag Race and a “fashion icon,” said Maunder.

Howells added, “Getting hold of her was a bit of a coup.”

Idea snowballed

Howells said event planning began six months ago with award-winning Inuk filmmaker Jessica Brown, owner of Ujarak Media. It started off small and proceeded to get bigger, said Maunder.

“Now [it] has grown and snowballed and exploded into this enormous fashion week with dozens and dozens of designers over the next five days,” said Howells. “It’s basically organized chaos up until today. Fingers crossed that everything’s in place, finally, for tonight’s show.”

Maunder said they are also shooting a documentary, called Runway on the Rock, to reveal the behind-the-scenes aspects of putting on a Fashion Week.

Networking and socializing

Charlotte Reid of Charlotte Street, which makes apparel and accessories from recycled sweaters, is participating in the Atlantic Chic event on Thursday. She said working toward Fashion Week has been a great experience.

“I’ve been really enjoying collaborating with the models. They have some amazing enthusiasm, and it gets me pumped up too,” said Reid. Thursday’s Atlantic Chic event will be “crazy” she says, but she’s looking forward to it. “It’s going to be a lot of fun.”

Charlotte Reid of Charlotte Street is anticipating that Thursday’s Atlantic Chic will be a fun but busy evening. (Ritche Perez)

Fibre artist Debbie Ingram of Cove Creations said she’s looking forward to the networking aspect of St. John’s Fashion Week that will connect her with people in the fashion industry.

“I’ve got to say, being new to this — being green, my first rodeo — it’s been quite the experience working with even the models. Like the whole industry itself, it’s been really, really fun.”

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