In­side ELLE Canada’s col­lab with RW&CO.

Our fash­ion direc­tor, De­nis Desro, teamed up with RW&CO. to cre­ate an ex­cit­ing cap­sule col­lec­tion. Ready to play dress-up?

ELLE (Canada) - - Elle -


The idea to col­lab­o­rate with ELLE came to Karine La­paré, pub­lic re­la­tions man­ager for RW&CO., in Fe­bru­ary while she was read­ing ELLE Québec. “The girls at work all read it—it’s a fash­ion bi­ble— and ELLE is a brand that’s rec­og­nized across Canada, in both French and English,” she says. “It was a per­fect match!” It’s also a first: RW&CO. has cre­ated two col­lec­tions with Hay­den Chris­tensen and done sim­i­lar projects with Marie Saint Pierre and Martin Lim for its sis­ter com­pany, Reit­mans, but this marks its first magazine col­lab.


In March, Ève Miron, fash­ion direc­tor and se­nior mer­chan­dise man­ager for RW&CO., met with De­nis Desro, our fash­ion direc­tor, to re­view run­way looks for in­spi­ra­tion. Their goal? To cre­ate a hol­i­day cock­tail col­lec­tion that would ap­peal to a va­ri­ety of women. “I think there is some­thing for ev­ery per­son­al­ity, from the most ro­man­tic to the edgi­est or sex­i­est,” says Desro. “It was my role to nudge RW&CO. in more of an ed­i­to­rial di­rec­tion that still re­son­ated with their brand iden­tity.” Af­ter Miron and Desro set­tled on the sil­hou­ettes—’50s-in­spired sheaths, fit-and­flare clas­sics and edgy body-con stud­ded mesh looks—it was Miron’s task to select the fab­rics. “I wanted quilted ma­te­ri­als, cro­chet, tulle, neo­prene and lamé,” she says. “When we went to Europe, all the fab­rics were heavy and tex­tured. That’s what I wanted for this col­lec­tion.”

By June, the first sam­ples ar­rived at RW&CO.’s head of­fice on Sauvé Street in Mon­treal. The walls in the con­fer­ence room were cov­ered with run­way im­ages as well as in­spi­ra­tion pho­tos that echoed themes of the col­lec­tion, from rock and glam­our to gothic and ro­man­tic. “It was a plea­sure to see our ideas evolve from the page to the ac­tual dresses,” re­calls Desro. h

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