‘MIRROR MIRROR‘ STARTUP FASHION WEEK REFLECTS & CELEBRATES A DECADE OF STYLE AND INNOVATION

By: Janice Ronan

It was a full house at Daniels Spectrum this past Friday as fashion enthusiasts gathered in Toronto to celebrate the 10th anniversary of Startup Fashion Week (SFW), the world’s only multi-city fashion week. In true runway form, the element of surprise was ever present, adding an extra layer of excitement to the evening’s festivities. Before the show even began, guests were treated to a beautiful ribbon dance performance and the icing on the cake, well, was not actual icing at all. It was a giant crafted prop cake that the SFW Founder and Executive Producer, Jodi Goodfellow burst out of, creating a grand and sweet entrance that had guests absolutely delighted. She was dressed in a stunning pink sequin number from Black Book Style, a unique service that allows you to rent designer clothes for any occasion. 

Goodfellow is a true force for change. As a well-respected high school teacher, flight attendant, and multi business entrepreneur, she has never been one to shy away from a challenge or chasing her dreams. Her unwavering passion and commitment lies in empowering others to do the same. Goodfellow is responsible for giving countless designers, entrepreneurs, models, photographers, and other creatives their start in the industry, and she is just getting started.

Credit: Oleg Hmelnits

The soiree’s host was none other than the multi-talented Tania Tonnello, known for her popular Fashion Expert role on Cityline and Breakfast Television. Tania is also a successful model, actress and was mesmerizing in a gorgeous, reflective floor length gown complete with cape. Her look was defining and gave elegant fashionista, superhero vibes (also from Black Book Style). Always charming, she naturally won over the crowd with whimsy and wit.

In the sometimes-fickle world of fashion, a decade is a remarkable span of time. Since 2014 SFW has established itself as a forerunner of innovation. Goodfellow's vision for SFW stemmed from a desire to address the disparity she observed in the fashion scene, where established brands often overshadowed emerging entrepreneurs at major fashion events, leaving them struggling for recognition and financial backing. This inspired the birth of SFW, a platform designed to empower startups with a forward-thinking approach, enabling them to navigate the journey from 'A' to 'Z' with affordable opportunities and essential support.

Leading up to the show, participants were fully immersed, and integrated into the industry. The week of festivities kicked off with a chance to network at the official Media Launch and Opening Party at Mister Wolf, a professional photoshoot session at luxury rental building The Parker, followed by an informative Business of Fashion Conference at the TMU Fashion Zone. Emerging entrepreneurs enjoyed informative talks and interactive Q&A sessions led by seasoned industry experts. Topics included how to break into the industry, how to source eco-friendly fabrics, the art of establishing connections with buyers, methods to effectively garner product recognition, creating compelling content and the importance of comprehending and implementing fashion law. These invaluable exchanges with industry veterans have equipped new entrepreneurs with the knowledge and savvy necessary to confidently navigate any challenge and seize future opportunities.

Credit: Jim Orgill

The highly anticipated runway show did not disappoint, showcasing 10 emerging brands and alumni Luxfindz. Unique to fashion weeks, SFW shows new designers every year so not only can you expect an entirely different show each year but also authentically see designers making their mark into the world of fashion.

Oakbark and Chrome had the audience ready to ride into the sunset with their luxurious weekender bags and accessories designed for equestrian life. Models looked as if they had just stepped out of a vintage film and onto the runway. The full collection oozed quality, craftsmanship and functional opulence.

Credit: Kit Chan

“Participating in SFW was an incredibly fulfilling experience for growing our company. It marked a pivotal moment in our brand’s journey as it was our first fashion show where we organized our own models and runway presentation. This hands-on experience, along with access to guidance and talented help, allowed us insight into parts of the industry that are most difficult to access. The event connected us with fellow designers, industry professionals, and fashion enthusiasts, creating the potential for fruitful collaborations and partnerships.” 

~ Roxanne & Athena

Designers, Oakbark & Chrome

Sandy Bottom Swimwear featured diverse models of all shapes and sizes confidently brought the heat to the runway. Unique prints and cheeky cuts with matching cover-ups left the audience contemplating how they too can channel their inner goddess and make the beach their own personal runway. RUPY MERWAR closed the show with the debut of The Umbi Collection, timeless and versatile high quality evening wear inspired by the diversity of Toronto. This line is size inclusive, sustainable, and featured a mixture of multicultural models. Beautiful rich reds, golds, blacks, and greens gave the pieces an elegant and elevated feel – definite main character energy.

Credit: Kit Chan

The grand finale was a definite burst of joy, concluding with a congratulatory balloon drop.

The stylish audience warmly embraced the entire production and the networking, and the fun continued well into the early hours at the swanky after party at Silent H.

As Startup Fashion Week enters its second decade, Goodfellow reaffirms the organization's commitment to its mission, pledging to be a stage where innovation and creativity converge, supporting emerging talents and fashion startups while pushing boundaries and working tirelessly to make the industry more inclusive - creating limitless possibilities. 

Any aspiring designers who are in the early stages of starting a business can consider participating next year’s showcase in Toronto by contacting Startup Fashion Week, info@startupfashionweek.com

Cover Photo Credit: @asianwithcamera