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Today I spent all day remerchandising our store in downtown Montreal. I love spending the day there because I get to chat with the women that walk in and I get to know our customer a little better each time. One of them was even wearing a Lamarque leather jacket from a few seasons ago – seeing that really made my day! ❤

I’ve been literally living in the grey duster Cordelia coat – the side slit open as I walk and the feeling I have wearing it is everything! Check out it out here!

PREMIÈRE VISION

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I always begin a season by visiting Première Vision – it is the most important global fashion tradeshow for the design industry and fashion professionals. All designers visit this tradeshow in search of inspiration, new fabrics, trims & accessories, leather and silhouettes for the new season. I always have an idea beforehand of what I am looking for but by the time the 3 day show is over, my initial idea has evolved into something else. We work 1 year in advance and it’s quite the challenge to design a collection that your customer doesn’t even know they want yet! They’re long days but they are so much fun and inspiring. 🙂

SS18 FASHION SHOW

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CASTING FOR THE RUNWAY SHOW

 

 

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MODEL FITTINGS – ONE OF MY FAVE LOOKS

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SHOE SELECTIONS – YESS

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GETTING HAIR DONE ..

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.. AND MAKEUP DID!

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BACKSTAGE (WORST LIGHTING EVER!)

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TOUCHING UPS BACKSTAGE MOMENTS BEFORE THE SHOW

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FINALE LOOK ❤

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One of the most fulfilling moments for a designer is the day of the Fashion Show. Your heart races as everything you’ve worked on for the passed 6 months comes to life for about 12 incredible minutes. The energy is at an all time high and the feeling is so beautiful as 1 by 1, you watch the models walk down the runway from backstage in your clothing.

For SS18, we showed at Toronto Women’s Fashion Week on Oct 2nd at 9m.

What goes into the production of a Fashion Show? This is how we do it!

2 weeks before the show – I discuss with the appropriate teams appointed by the show. We nail down the hair & makeup, music, video, number of looks, lighting and outline how the show will go about.

4 days before the show – my team and I put together the looks and select shoes from our shoe sponsor of the season. Immediately after that we hold our casting for the show, where we look at about 60 models, male and female. We setup a mock runway and have them show us their walk to our music based on our guidelines. We narrow down and select our final models for the show based on their walk and their look for the collection. Then comes the fitting – we pair up the look we feel suits the model best while keeping in consideration the look/model lineup and make any clothing alterations if necessary. Boards are created for each model with the looks that they will wear.

Day of the Show – I arrive earlier for tech/model rehearsal. We look at the video that will play on the screen before the show starts, listen through the music making sure everything is perfect, look at lighting and the models rehearse their walks on-site. 3 hours before the show starts, the models go in for hair and makeup. Once they are done and the clothing is backstage, they come in and each model is appointed a dresser. This person helps them get dressed according to what is indicated on the boards. Models line up and are briefed before they go out. Watching anxiously from backstage, final touchups are made as the show is about to start! Coming out at the end, I’m filled with happiness as I take in the last few moments of that season & then move on to the next!

 

 

WOMAN OF THE WORLD

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Today we shot our up & coming LAMARQUE campaign – and it was beyond uh-mazing. Those of you that were following my InstaStories on @ifigeniastyle got to see who the next face is for LAMARQUE and got to experience all the behind the scenes goodness as it was happening. Mother Nature wasn’t on our side today but you take what she gives you and make the best of it. It was pouring rain but it added so much drama to the mood and vibe of our shoot. The heli in the moody grey sky, her wet hair wiping around while running in her patent leather liquid leggings and oversize light grey maxi coat was everything. I can’t wait to show you these images!

PHOTO BY: @richardbernardin