Canadian fashion brands to stage digital showroom during London Fashion Week

Showroom Canada

The High Commission of Canada in the UK in partnership with the Toronto Fashion Incubator, the Department of Canadian Heritage, and the Canadian Apparel Federation will be staging a digital showroom featuring a selection of some of Canada’s most exciting fashion design talent during London Fashion Week.

Showroom Canada will be presented on the B2B wholesale platform JOOR – which provides access to 200,000 retailers globally – where buyers can browse the collections and place the AW21 orders.

An expert panel of UK-based judges selected the line-up of designers including fashion consultant Alison J Lowe, stylist Rebekah Roy and Moira Niu, managing director at the Crescent Fashion Agency.

The designers, who must all be registered in Canada, were chosen not only for their innovative designs and use of sustainable materials but their track-record in successfully wholesaling their brands. The line-up includes: FREED, FURB UPCYCLED, FURIOUS FUR, JOEFFER CAOC, KATE AUSTIN, KUWALLA TEE, MAISON MARIE SAINT PIERRE, SHELLI OH, SID NEIGUM, SULLY & SON BY GEORGE SULLY, TORI.XO, and UNTTLD.

Previously the High Commission of Canada and Toronto Fashion Incubator staged a live edition of Showroom Canada at Canada House in London during London Fashion Week but has made the shift to digital amid the coronavirus pandemic.

“We are delighted to partner once again with the Toronto Fashion Incubator for our highly anticipated biannual celebration of Canadian fashion. Showroom Canada brings top-class Canadian designs to the United Kingdom, in an all-new innovative digital way.

“The participating designers feature all that Canada’s fashion industry has to offer, including our vibrant diversity, commitment to the environment, innovation and so much more,” said Her Excellency Mrs Janice Charette, High Commissioner for Canada to the United Kingdom.

TheIndustry.fashion will be running a full preview of the event, which launches on 16 February. Retailers interested in visiting Showroom Canada can register here.