Canada's Hottest New Label

The Toronto Fashion Incubator and Elle Canada hosted the annual New Labels Competition Thursday night, kicking off the Elle Show - a three day trade beauty and fashion trade show for consumers.

The evening began with the customary Vin De Pays D'oc wine reception which kept all non-VIP guests busy as the show started one hour late! Fortunately we kept busy chatting with Project Runway Canada winner Evan Biddell, who is unfortunately not adjusting well to life in T.O. (he may leave for London at any moment!) We watched as both fashionable ladies and men sauntered around in bright yellow and purple outfits and shoes. And noticed all the fabulous contemporary hair cuts on women in their 40s (everyone should follow suit!)

Over the past few months, judges Nathalie Atkinson, National Post; Kathy Cheng, marketing Wing Son Garments; David Dixon, fashion designer; Mary Jo Looby, retail consultant; and Rita Silvan, editor Elle Canada have been determining how innovative, well-made, marketable and appealing each of the four contenders clothing lines are.

After actually planning and making the clothes for the show, designers have been busy casting models, doing fittings and making adjustments and working with stylists who really help make the entire collection look fresh and coherent on the runway. As well, each designer filmed a brief video blog/documentary that were shown before each collection was presented which provided much insight into inspirations and processes.

The Finals



Architecture + Fashion
Lara Presber's architecturally pleasant skirts and dresses were favoured by many (even judge Nathalie Atkinson was seen nodding in approval during the show) but didn't take home the prize. Inspired by an art deco painting, Presber conjured up sharp pleats counter-balanced with gentle hues like flat gold and gunmetal grey. Styled by Costa Pavlu of Judy Inc.

The Winner
Cocktail wear viewed through the kaleidescope of the past or something or other...in her video, winner Eugenia Levitt describes her line as 'fun' (for playing bridge perhaps). 'Sweet' is more suitable a word for this collection of silky dresses and skirts in navy, ivory and purple dotted with hand-made rosettes. So many rosettes in fact that Rolyn Chambers dubbed the line as the 'Where's Waldo of Rosettes?' Next on shoulders, next on hems, on bums, in hair... Marketable, well-made... Styled by Juliana Schavianatto, Plutino Group.


Hipster High Five
Among competitors all showing elegant and feminine clothing, it seemed the talented Adrienne Butifoker barely stood a chance - even with silky skirts and an amazing horizontal layered LBD. That's not to say we didn't love the wearable paper bag waisted pants, sack skirts, 70s look blouses all in black, navy and burnt orange. Probably my fave - So very Queen Street. Or Nylon Magazine. Styled by Alissa Krost, the Artist Group.

miss black
All black - the entire collection (her debut spring collection was all white). Making Ashley Rowe to Izzy Camilleri what Mui Mui is to Prada. A gigantic loopy wooly coat, leather tunic, heart-shaped bustier dress - all paired with skinny leggings. A consistent collection seemingly based on geometric shapes we all know: rectangle, triangle, square silhouettes - so nothing particularly new. With enough business sense (or money) to acquire a PR firm, miss rowe wins most likely to succeed. Stylist George Antonopoulos, Artist Group.

All photos by Christinal Pal, TSF.com principal photographer