by Jacqueline Conway

As I sip my morning coffee, I am reminiscing about working on SFDF over the past 6 years. The people I've met, the events we've produced, and the community that's been forged is an inspiring tale of perseverance, dedication, and passion. From a group of young, change-makers in a coffee shop to a full-on fashion force in Saskatchewan, our team and designers have much to take pride in. 

Coming from the world of marketing and communications, I can appreciate the dialogue and attention a beautiful image can create. When you see something striking it can stop you in your tracks or take your breathe away. We feel inspired, intrigued, curious. In 5 years, we've strived to achieve that attention grabbing moment with our fans, transforming them from stranger to neighbour. 

In today's post we pay homage to the visual identity that has defined SFDF's branding and marketing. We will see the various themes that have informed our creative direction, ranging from presenting the diversity in our city to celebrating community. Scroll through our looking-glass and perhaps you'll feel the same nostalgia for those early days as we feel and join us in celebrating how far we've come. 


2012

In the inaugural year of SFDF we worked with Central Sainte Martins graduate, Tammy Lu, on conceptual development.  For those as unfamiliar with Central Sainte Martins, this educational institution boasts graduates like Alexander McQueen, Stella McCartney, Zac Posen, John Galliano to name a few and is likely the most prestigious fashion university in the world. We were very lucky to work with Tammy as her modernist and international sensibilities really shaped and defined our initial work. Not to mention her artistic interpretation on fashion is something to behold. Do explore her work and you'll see what I mean! 

Under Tammy's guidance we built our concept around the idea of the Exquisite Corpse, a surrealist idea wherein each collaborator contributes to the final product in a sequence. Working with four models we spelt the words "Mix & Match" using the physical form, fashion, and colour to punctuate each letter. The image below features Nicole Romanoff (our Blog Editor as it happens) and below her image you'll find the letters we were able to create with the assistance of our other models. 

Creative Team

  • Photography: Emma Love
  • Models: Nicole Romanoff, Sarah Adair, Meagan Priest, and Chantal Bethune
  • Hair: Alisha Soulier, Capelli Salon
  • MUA: Holly Decker Makeup Artistry 
  • Styling: Jacqueline Conway
  • Conceptual Development: Tammy Lu
Wardrobe: Laurie Brown 

Wardrobe: Laurie Brown 


2013

The second year of SFDF brought new additions to our event line-up and the creation of our first high-end runway presentation, SFDF RUNWAY. Surrounding the theme of "The Fashion Circus is Back" we created circus influenced images that played into the plans for the event, including a now Cirque du Soleil aerialist, professional dancers, and of course luxury home-grown fashion talent. 

Certainly, one of our boldest campaigns the use of a turquoise backdrop injected colour and energy to our final images. We worked with a talented and dedicated team to create visual glamour, yet remaining somewhat whimsical in direction. 

Creative Team

  • Photography: Shannon Brunner
  • Models: Sheena McInnes (EDGE Agency), Katyrna Lonsdale, Alexandria Pavelich 
  • Hair: Tina Monz
  • MUA: Lisa Hallam Makeup Artistry 
  • Styling: Jacqueline Conway, Nicole Romanoff, Jennifer Machnee 
  • Conceptual Development: Jacqueline Conway
Wardrobe: Rebecca King

Wardrobe: Rebecca King

Wardrobe: Rebecca King, Sova Millinery 

Wardrobe: Rebecca King, Sova Millinery 


2014

The third instalment of SFDF focused on the diversity of the designers and their respective styles, alongside the diversity we see within our own city and country. Working with Kate Matthews on art direction and conceptual development we wanted the styling and final images to be clean, simple, and modern with a neutral palette any woman or man could see themselves in. We selected a diverse collection of models that ignited our theme and brought the concept home.

Creative Team

  • Photography: Erin Crooks
  • Models: Daisa Agum (Masala Model and Talent), Michaella Shannon (Masala Model and Talent), Hayden Ashford (Masala Model and Talent)
  • Hair: CHEL salonspa
  • MUA: Lisa Hallam Makeup Artistry 
  • Styling: Laurie Brown, Alexandra Simon, Kate Matthews  
  • Conceptual Development: Kate Matthews
Wardrobe: White Dhalia 

Wardrobe: White Dhalia 

Wardrobe: White Dhalia 

Wardrobe: White Dhalia 


2015

Celebrating community. The words used to inform our 2015 campaign that brought together models, stylists, designers, and photographers each having contributed to the festival before. Saskatchewan's fashion industry was really beginning to see the fruits of its labour with success story, after success story. Models were being scouted and re-locating to major centres, designers were seeing tremendous growth (I'm sure you've all heard of Saskatchewan born brand called Hillberg & Berk) and it felt like it was time to celebrate all that was being achieved. Working with a tremendous creative team we were exhilarated with our final images in 2015. 

Creative Team

  • Photography: Erin Crooks
  • Models: Tasha Lukenchuk, Nicole Romanoff, Kelsey Munro (Masala Model and Talent), Sarah Adair, Irene Elliot 
  • Hair and MUA: Angles Salon Spa, Tammy McLean 
  • Styling: Kate Matthews and Jacqueline Conway 
  • Conceptual Development: Kate Matthews and Jacqueline Conway 
Wardrobe: Laurie Brown, Oneiro Designs 

Wardrobe: Laurie Brown, Oneiro Designs 

Wardrobe: Rebecca King, Laurie Brown, Whiskey Teacup, Amaranth Designs, Artifacts Jewelry, Oneiro Designs

Wardrobe: Rebecca King, Laurie Brown, Whiskey Teacup, Amaranth Designs, Artifacts Jewelry, Oneiro Designs


2016

Creating a campaign that related to international trends and our local community came together in lock step in 2016. We pulled clothing from every square inch of Saskatchewan, including our retailer community and compiled an editorial featuring the most Saskatchewan based designers ever, ranging from clothing to handmade jewelry. Post shoot there were simply too many images to chose, which is never a bad problem. 

Creative Team

  • Photography: Erin Crooks
  • Model: Hannah Audette (EDGE Agency)  
  • Hair and MUA: Angles Salon Spa, Tammy McLean 
  • Styling: Kate Matthews and Jacqueline Conway 
  • Conceptual Development: Kate Matthews and Jacqueline Conway 
Wardrobe: White Dhalia, Whiskey Teacup, Artifacts Jewelry, Hillberg & Berk 

Wardrobe: White Dhalia, Whiskey Teacup, Artifacts Jewelry, Hillberg & Berk 

Wardrobe: Prahsik, Whiskey Teacup, Oneiro Designs 

Wardrobe: Prahsik, Whiskey Teacup, Oneiro Designs 


I hope you've enjoyed our walk down editorial lane and are looking forward to SFDF RUNWAY - nothing beats fall fashion in our opinion! 

If you were thinking of attending, here is a chance to win your way in! Tell us which editorial year is your favourite and you could win VIP tickets to SFDF RUNWAY on Saturday, November 5th, including admission to the 5 Year Celebration! A winner will be chosen on Tuesday, October 11th.

And if you're wondering, SFDF RUNWAY looks something like this... 

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