It should be bright verging on blinding: The design talent in this country is extraordinary. But the industry's problems are deep and structural: It's hugely expensive to launch a brand, but government funding for fashion doesn't exist. It's essential to be in places where your customers shop, but (most) retailers don't support homegrown designers. To chat about the challenges and forecast the future, we invited eight industry leaders to the St. Regis Toronto for a rollicking round-table chat with our editor-in-chief, Laura deCarufel. We talked money, Meghan Markle, Canadian identity and how to spark lasting change.
AWARENESS AND ACCESS
How much awareness is there in Canada about Canadian designers? Do you think Canadians want to buy local fashion?
Judith Maria Bradley: "I've always wondered why people in this country don't know the names of their designers."
Bojana Sentaler: "I've definitely seen a change in the last couple of years. Ten years ago when I founded Sentaler, people didn't even know Canada had fashion designers. Now we have some clients who won't wear anything but Canadian. One particular client said she got rid of everything in her closet and she's only replacing her wardrobe with Canadian designers. I think the change has to do with events like CAFA [Canadian Arts & Fashion Awards] and TV shows like Stitched. And when Sophie Grégoire Trudeau appeared in Vogue wearing Canadian, people were like, ‘Oh, Canada and fashion—those two words can be in one sentence.' Meghan Markle has also made it a point to wear Canadian—she's helped the world see that we have great fashion designers."
Sylvia Mantella: "I think the awareness has grown, but the key now is access. How do you access Canadian brands? Everyone these days lives very busy lives—I'm always going a thousand miles an hour—so making access easy for people is essential."
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