the Peacock Parade's "Off the Runway"

Canadian fashion is quickly on its way up. The underdogs in the industry, artistic minds like Joe Mimran (of Joe Fresh and Club Monaco fame) and Mark Fast are championing our nation's cause in an arena dominated by American and European designers. Although Canada may not be the first to come to mind when thinking of fashion, our nation boasts an impressive roster of talent that has received recognition and respect across a wide expanse of industries. Even with all that we have to be proud of, however, there always seems to be a lack of enthusiasm when it comes to buying Canadian and supporting domestic talent - a hurdle that has undoubtedly prevented many of Canada's brightest stars from achieving success.

Jan Gandhi and Nancy Sahota are the creative forces behind the Peacock Parade, an online destination for retail enthusiasts to delight in designer goods offered at discounted prices. Through their business, the two women recently launched "Off the Runway", an initiative that is as much about accessibility to consumers as it is about the cultivation of homegrown talent - something that I fully support and am so happy to see in the Canadian market.

Similar to Christopher Bailey's (of Burberry) "From Runway to Reality" concept, Gandhi and Sahota's new initiative is focused on providing consumers with instant access to the runway collections of some of Canada's greatest talents and rising stars. Those who take particular joy in exclusivity will also enjoy knowing that they'll have access to merchandise well before any garments are available in retail stores. Personally, however, the most appealing aspect about this concept is that Canadian designers will have a great platform to raise brand awareness and find the support needed to continue working on their craft. From a business perspective, it's a move that makes sense. Designers and fashion houses are continuously finding new ways to showcase their offerings. The marriage of technology and fashion is becoming a recurring trend that is, not only necessary, but vital for brands looking to retain and grow their consumer base.

Denis Gagnon 

JUMA

With the conclusion of the spring shows at LG Fashion Week in Toronto, the Peacock Parade's first collaboration through the initiative is with Denis Gagnon and Jamil and Alia Juma, the creative duo behind RTW brand, JUMA. Gagnon, with his trademark lenses, is known for his "'couture' approach to leather", and has previously partnered with the likes of Aldo, Birks, and Lancome to project his own vision on these familiar consumer brands. The duo behind JUMA also have their own laurels to rest upon, as they've managed to secure support from MAJOR retailers like Holt Renfrew, Harvey Nichols, Bloomingdales, and more from across the globe - an impressive feat that speaks to the caliber of their design and aesthetic. In addition, the brand has also seen publicity in the form of publication coverage and - the ultimate test of a brand - celebrity sightings (ex. Nicki Minaj). 

Having already accomplished so much, it is safe to say that these two brands are great representations of our nation, and correspondingly, appropriate as the first choices in what will hopefully be a series of "Off the Runway" campaigns. 


Bravo Peacock Parade, Bravo! I look forward to seeing your collaborations come the F/W 2012 collections!