This October, Amazon Canada presented the return of its Amazon Designer Spotlight—an event that celebrates the creativity, diversity and power of Canadian design. This exclusive online fashion series is set to unveil the captivating stories of six brilliant Canadian designers, through a series of biographical videos released on the Amazon Canada Instagram channel starting October 24, 2023. We chatted with all six featured designers to learn more. —Noa Nichol
Hello Ahiri (Toronto, ON)! Please tell us a bit about yourself to start.
Ahiri is a Toronto-based womenswear brand, founded by Sheetu Latif, Naimul Chowdhury, and Ahnaf Ali. Sheetu and Ahnaf are Bangladeshi Canadians based out of Toronto, while Naimul is a major garment exporter based in Dhaka, Bangladesh. Michael Jafine is the brand’s head of design. Michael, a Toronto native, brings over 10 years of experience, having worked with esteemed design houses in the U.S., such as Proenza Schouler and The Row. Ahiri can be described in three words: elevated, mysterious, and timeless. Our creations draw reference from the styles and sensibilities of our Toronto community, while infusing elevated twists to keep things fresh.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
Ahiri was founded in 2021 after we observed a gap in the Canadian fashion landscape, particularly the absence of high-design brands with accessible price tags. Often, consumers are stuck with choosing between garments at least a season behind or fashionable pieces at out of reach prices. Due to this gap, there is a huge reliance on fast fashion in Canada, that’s why we launched Ahiri with a clear mission: to offer quality, standout clothing at sensible prices, all designed locally. Our aim is to design for the customer who is excited about fashion and dressing up, creating pieces that speak to their personality.
What products/services do you currently offer? What makes them unique?
We offer a range of womenswear items including outerwear, knitwear, dress, jumpsuits, tops, pants, skirts and shorts. All of our pieces are made in our Ahiri-owned factories in Bangladesh. We take pride in our factories’ comprehensive approach to social and environmental wellbeing. They’re LEED Gold Certified, part of the Bangladesh Accord and are driven by women empowerment and sustainability. Our manufacturing facilities have relationships with suppliers to get quantities and qualities at the best price. As our factory is a majority player in the global manufacturing industry, they produce large fabric qualities that we can leverage to provide Ahiri’s accessible pricing. Other brands that don’t own their manufacturing facilities cannot do this, which is why our prices are so competitive.
How does it feel to be part of the Amazon Designer Spotlight? What does this mean for you as a designer?
We are proud and excited to be a part of the program. This means broader reach to our customers through the world’s largest and most efficient online retail platform. Being in Amazon is aligned with our goal to make designer fashion more accessible.
Top advice for up-and-coming designers?
Top advice for up-and-coming designers would be to stay true to your unique vision and take risks. In a competitive industry, it’s essential to find your own voice and design aesthetic that sets you apart. Embrace your creativity and never be afraid to push boundaries and challenge traditional norms. Also, never stop learning and honing your skills. Stay updated on the latest trends and techniques to continually innovate and stay relevant. Success in design requires passion, resilience, and a constant drive to evolve and grow.
Hello Ai (Toronto, ON)! Please tell us a bit about yourself to start.
ai 아이 (pronounced ah-ee: means children/daughters in Korean). We are a Toronto based, sustainable fashion brand that carefully curates and produces vegan handbags and accessories made in small batches. We are a team of three sisters (Hannah, Rebekah and Joanna) and our Mother (Hun). We collaborate with artisans in Seoul, bringing you sustainable-luxury pieces made in Seoul, South Korea. Hannah and Joanna run the day-to-day business operations in Toronto. Our mother Hun is the connection to Seoul, as she flies back and forth to work alongside our sister Rebekah- who runs the production in Seoul.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
In 2017, Hannah was diagnosed with a tumour and had to undergo long-term chemotherapy treatment for 2 years. As a distraction during this time and to keep her mind busy, during our mother’s quarterly trip to Seoul, this resulted in a partnership with our aunt’s vegan handbag production. This opportunity led Hannah and her two sisters to form a small accessories business which ultimately lead to the launch of ai in 2019. We love high fashion but we wanted to create something affordable and sustainable. By having access to recycled materials and the craftsmanship of Seoul, we aim to bridge the gap between high fashion and everyday looks.
What products/services do you currently offer? What makes them unique?
We currently offer a line of bags and hair accessories. Our products are unique as we are bridging the gap to create high quality fashion pieces that are affordable. As a brand, we believe in mixing highs and lows with vintage fashion as well.
How does it feel to be part of the Amazon Designer Spotlight? What does this mean for you as a designer?
Amazon has such an amazing platform and important presence in the fashion industry. Amazon is continuing to evolve the consumer’s shopping experience. As a small designer, we are honoured to partner with such a platform that is contributing to moving towards a more sustainable practice while highlighting Canadian designers.
Top advice for up-and-coming designers?
The fashion industry is constantly evolving and growing, which means you must also be flexible and pivot when necessary. You get what you put it in, so it’s important to stay focused and work hard. Lastly, don’t quit your day job, you need something to support the passion until it can fuel itself.
Hello Vonhguard(Quebec City, QC)! Please tell us a bit about yourself to start.
We are a collective of multidisciplinary talents who unite to manifest the vision that is VONHGUARD. Rooted in the Old French term “Vanguard” (noun), we strive to cultivate and pioneer fresh ideas. As a contemporary Canadian brand, our unique visual identity acts as the authentic extension of our creative universe.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
While the idea for our venture was conceived in 2018, our business truly began to flourish and develop starting in 2020, right in the historic national capital of Quebec City. Our goal was to add our own unique touch to the fashion industry, not just with clothes, but with garments guaranteed to make a statement in your wardrobe. Our designs prioritize timelessness, extravagance, and subtlety, and we seamlessly blend these elements across our diverse range of products.
What products/services do you currently offer? What makes them unique?
We approach the contemporary classics of the industry by reinventing cuts and details; from waxed denim pants with integrated oval curves to layering pieces like suede trench coats and versatile hoodies with two-way wearability. We also reimagine essentials with offerings like classic boxy t-shirts, skorts, original headwear, and buttonless shirts for a seamless and modern look.
How does it feel to be part of the Amazon Designer Spotlight? What does this mean for you as a designer?
Being part of the Amazon designer showcase is a significant acknowledgment for us. We are grateful to have the trust of Amazon, a renowned platform, that believes in our work and creative vision. We look forward to sharing our story and vision with a broader and more diverse audience. This privilege also gives us the opportunity to inspire other talents who identify with us, which is one of our most rewarding objectives as designers.
Top advice for up-and-coming designers?
The best advice we can humbly offer is to not hesitate to dive in and share your vision while attentively listening to those who align with this vision to gain valuable insights. Additionally, it’s important to emphasize three key qualities: rigor, which will enable you to maintain consistency in what you aim to achieve; patience, as things may not always unfold as you wish or at the pace you hope for; and lastly, curiosity towards everything, as it allows you to continually find inspiration in what you do.
Hello Essentiels Co (Montréal, QC)! Please tell us a bit about yourself to start.
My name is Audrey Morissette, I am a 36-year-old entrepreneur, a mother of two children, and I started my entrepreneurial journey over 10 years ago by first opening lifestyle stores in the Mile End neighborhood of Montreal.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
It was during my last year with the boutiques that I founded Essentiels Co, in 2019. In founding my brand, I set myself the challenge of offering my clients local fashion, respectful of the working conditions of Quebec workers, while remaining as affordable as possible. In just 4 years, Essentiels Co made itself a place of choice in the hearts and shopping habits of consumers who are aware, informed and sensitive to the damage caused by the fast fashion industry and who have a real desire to change things.
What products/services do you currently offer? What makes them unique?
With Essentiels Co, from the start, I wanted to do things well and that necessarily takes time. It was important for me that my brand be part of the slow fashion movement and therefore everything is done in Quebec, from the design of the clothes to their production. The environmental impact that my brand leaves is also something close to my heart. For this reason, we produce small quantities, trying to meet demand, without being left with too large quantities to liquidate, in order to reduce wastage of clothing. We are reusing part of our fabric scraps to make scrunchies as well as other accessories coming soon. The vast majority of our fabrics are made from natural fibers such as cotton, rayon or linen and many of them are Oeko-Tex certified, free from toxic products for the body and the environment.
How does it feel to be part of the Amazon Designer Spotlight? What does this mean for you as a designer?
I was thrilled when the Amazon team contacted us to be part of the Designer Spotlight program. As an independent designer and a small business, this provides us with a wonderful opportunity to introduce our brand and what we do to new people. We’ve been so well supported by the team at every step of the process, and I can’t wait to see the outcomes.
Top advice for up-and-coming designers?
Find Your Unique Voice, develop your own design style and aesthetic. Don’t simply follow trends; strive to create something that sets you apart from others in the industry. Network is important: Connect with fellow designers, industry professionals, and potential clients. Networking can lead to collaborations, job opportunities, and mentorship. And finally, don’t fear failure. Not every project will be a success, and that’s okay. Learn from your mistakes and view them as opportunities for growth.
Hello Adhere To Studios (Vancouver, BC)! Please tell us a bit about yourself to start.
My name is Alexandra Dean, and I’m the founder and designer of Adhere To. I grew up in Vancouver and spent many years working at lululemon as a men’s garment development then the women’s outerwear designer. In mid 2019 I left for Berlin for a few months to begin freelancing, later ending up in Australia for a short visit (which turned into nearly 2.5 years due to Covid). While freelancing, in addition to designing, I would develop full lines from initial sourcing to final production. In the midst of all that, Adhere To was slowly taking shape.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
Growing up in Vancouver, I have always been drawn to urban cities but have a deep rooted love for nature and the outdoors. Throughout my ten years of experience in the technical apparel industry, working directly with trim/fabric suppliers and factories, and in technical design, I wanted to offer what I believe the market was not fully tapped into. Driven by obsession and combining sustainability, functionality, and contemporary, I founded Adhere To- a Vancouver based, women-owned, low-impact outerwear brand that uses low impact materials, ethical manufacturing and a low-carbon supply chain- without compromising aesthetics and functionality. I built the brand to cater to people like me, who don’t want to be limited by what they do and wear when the weather varies.
What products/services do you currently offer? What makes them unique?
We are an outerwear brand focused on sustainability, functionality and design. When creating the brand, I focused on stringent development of my supply chain (souring all trims, fabrics and factories). Outerwear can be a beast to tackle due to the complexity and amount of items needed to make one garment, so I wanted to ensure I’m using the lowest impact options on the planet. Additionally, as someone who has spent their career designing technical apparel, I approached our styles through a practical lens, solving for “cold” and “rain” as I designed. We live in a rainy city—we want our customers to feel comfortable and protected. And, most of all, not limited by weather. Although largely focused on functionality and sustainability, there is no lack or compromise on the aesthetic of the pieces. Every piece is designed with obsessive detailing, custom designed trims and hardware, and a contemporary approach.
How does it feel to be part of the Amazon Designer Spotlight?
Being a very small brand, recognition through series like these are very meaningful. Through the hosted event and opportunity to shoot with an influencer, it helps to create further brand awareness and connection with the industry and our customers in the Canadian market. Moreover, this has given me the opportunity to give back to a non-profit I hold in high regard called, Fashion Takes Action. FTA is focused on advancing sustainability, ethics and circularity in the entire fashion system. I have based my entire brand ethos on ethical and low impact supply chain, manufacturing, and brand structure, so being able to provide a donation to FTA is a step towards the impact I want to make as a brand.
Top advice for up-and-coming designers?
Take your time building out your designs, supply chain, market and brand ethos. Aim for circularity in your designs, sourcing/supply chain. There will be many roadblocks along the way but always try to accept it as a learning experience (regardless of how costly or frustrating it may be). And lastly, try to gain experience and/or advice through experienced people in the industry!
Hello Lesley Hampton (Toronto, ON)! Please tell us a bit about yourself to start.
Aanii. Lesley Hampton ind-izhinikaaz, Temagami First Nation ind-onjiba. Hello. My name is Lesley Hampton and I am an Anishinaabe kwe, Indigenous Woman from Temagami First Nation, located in northern Ontario. My pronouns are she/her. I currently reside in the Dish with one spoon treaty territory on Treaty 13, otherwise known as Toronto Canada. I am an artist and fashion designer and my Indigenous-owned, women-led, size-inclusive brand focuses on mental wellness, body neutrality, and authentic representation in fashion through the lens of the Indigenous worldview. Highlights include being named Vogue’s number 1 Canadian Designer to keep your eye on and listed on 2023 Forbes Under 30: Local Toronto. Our styling work has been featured in national broadcasts on CBC and APTN for the 2023 Indspire Awards, as an on-air fashion expert on CTV The Social, and we have upcoming styling work with the Raptors.
When and why did you launch your business/brand/label? What niche were/are you aiming to fill?
I launched by brand in 2016, while I was still a student at George Brown College. I wanted to see more bodies like mine represented and bring more diversity and representation to the fashion industry.
What products/services do you currently offer? What makes them unique?
We offer a range of items from custom eveningwear to stylish athleisure. For Amazon Designer Spotlight, we have curated a mix of our most popular designs with some unique pieces specifically for this launch. What makes them unique?There is storytelling in fashion. Our work makes the wearer feel comfortable and confident, with work that is focused on sustainability and community.
How does it feel to be part of the Amazon Designer Spotlight? What does this mean for you as a designer?
It is so exciting to be a part of the Amazon Designer Spotlight as it’s a place that allows more people to discover my brand and our vision. And we’re excited for the charitable giveback opportunity to support Indspire.
Top advice for up-and-coming designers?
Take the chance and reach out to individuals you want to work with. I’ve made the majority of my greatest accomplishments from “cold call” DM-ing or emailing talents online I’ve aligned values with to have them wear my work or walk in my shows.
Photos by Focal Cadence
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