Late Tuesday Atlantic Fashion Week, which disappeared without a word this season, announced it will return in spring 2011. Posted on its Facebook page: “During the fall we will be helping to promote any designers having solo shows.”
A wise move. Familiar AFW faces such as Katrina Tuttle, Akshay Tyagi and Chloé Comme Parris (critical darlings at Toronto Fashion Week), have moved, while other designers have found ways to showcase work that better suits their individual styles. Louanna Murphy, now back home in PEI, is producing a super-sweet clothing and accessories line with her jewellery-designing sister Hilary, called Dreamboat Lucy, available on Etsy. Last week Orphanage Clothing’s Kim Munson launched her new line at a more intimate event at Argyle Fine Art and Lisa Drader-Murphy’s popular Turbine Showcase happens November 5 at St. Patrick’s Church.
- Colin DeWolfe
- Turbine
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This article appears in Oct 28 – Nov 2, 2010.
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What’s in store for the future of AFW?
• As the director of AFW and someone who has been working in the Atlantic Canadian fashion industry for a number of years, I’ve always had the luxury of having a first-hand, “inside” look at the amazing talent in our region. I’ve also always been very passionate about giving these talented individuals the proper platform they need to have their work recognized and celebrated on a regional and national level, which is why I started AFW. The focus of the event has always been on the local designers and talent, and together we’ve worked to grow the industry here in Atlantic Canada – and I’m proud to say we have been successful in achieving that mission.
When/why did you decide to change the format?
• I’ve decided to change the format for a few reasons:
– To follow suit of our local film festival, pop explosion and other fashion, arts and entertainment events, which are held annually rather than bi-annually.
– Due to the fact that there is a large volume of arts events which occur in the fall, which made it relatively difficult to iron out our full “wish list”- Although the economy continues to struggle, AFW has been approached by a few national sponsors who are extremely interested in partnering with us on our events. However, since the day AFW was “born”, I’ve wanted to keep it as local as possible – from the fashion showcased on the runway to the sponsors involved. In Halifax, many organizations feel they aren’t in the position to aid in funding the production of two major events per year. Rather than splitting that money in half to have two “smaller” shows, I would rather put that money into one big pot and hold one amazing show that the sponsors and the talent deserve.- Because we now have the “big players” and major media outlets in New York, Toronto, and Montreal interested in and watching AFW, we need to ensure these events are as big, polished and professional as possible. Based on our reflection from past events, it seems that hosting one AFW event per year makes more sense from a budgetary, media and travel standpoint.
Was AFW5 in the works when the changes were decided?
• As soon as one AFW ends, preparations for the next begin. So yes, AFW5 was in the works from an “on paper” point of view. We are constantly analyzing what was done well and critiquing what could be done better, which is why, upon de briefing from our last AFW event, we decided to pull the money pot together for one event rather than two.
Most fashion weeks around the world happen twice a year. Do you see foresee AFW ever returning to this format?
• We certainly always want to keep an open mind for what AFW will be in the future. We will always plan AFW to be in the best interest of local talent, and if that means having two events, then that is what we will do. Hopefully through our annual AFW events, local talent will continue to gain the recognition and celebration they deserves, which will in-turn grow our industry, and the demand for bi-annual fashion weeks, and perhaps even more fashion – themed events.
With AFW only happening once a year, do you think it will be taken as seriously?
• Absolutely. I’m confident that AFW has achieved credible standing. We’ve been featured in Flare magazine, on Much Music, invited to Montreal Fashion Week, and been offered major national sponsorship. We’ve helped several local designers and models launch their careers into huge markets. If anything, only having one AFW per year will enhance it’s credibility because the events will be that much better.
What has the reaction been like so far to the announcement?
• Surprisingly positive. People are extremely understanding that this is a decision that was made in the interest of those we showcase at the AFW events.
Can you give us any sneak peeks into some AFW5 surprises?
• … We’ve teamed up with a fabulous PR firm to help make the events bigger and better than ever 😉 …and we are really looking to push this year to the next level…
Do you know the dates yet for AFW5?
We are securing venues for April 2011
Is there anything else relevant you need to add?
I’d like to thank you for covering AFW in your fashion blog. It truly makes us extremely excited to see the continued local support of the fashion industry and of this event.
AFW was a great start for Halifax- would have been awesome to have seen it better funded with a diverse panel to take charge. Too much for one individual to handle!