Matlo rebrands, reveals new collection
Vancouver designer Jason Matlo discusses rebrand, trip that inspired new collection
Jason Matlo has long been a fixture in the Vancouver fashion scene.
His elegant designs have garnered the designer — and his longtime design assistant Wenchee Liu — a following of fashion fans who appreciate his attention to detail and his often-custom creations.
Matlo recently revealed a rebrand of his business, now referred to as Matlo Atelier Vancouver, as well as a new made-tomeasure collection, titled French Kiss. Taking a brief break from cutting, sewing and pinning, Matlo chatted with Postmedia about the latest release, the new direction and more.
Q How would you describe your new collection, French Kiss?
A This collection is the first collection Wen-chee Liu and I designed together, which was an exciting new approach as, historically, the design has been predominantly my vision and point of view. This rebrand as Matlo Atelier Vancouver felt like a new start and evolution, which seemed the perfect time to work in tandem with Wen-chee, and I really enjoyed seeing design concepts and ideas come to life through a woman’s eyes.
This collection is a celebration of our love for bespoke tailoring, slow fashion and couture fits and detailing. The designs incorporate elements that we have always loved, with some new details and silhouettes that have taken us in a fresh new direction, while staying true to the look and feel of the brand. This collection is an offering of what we are capable of in terms of design, cut, fit and finish. However, our new business model is designed to create personalized fashion individual to each client, so the design could be a modified version of what we have created in this collection — or something specifically tailored to a client’s personal style, look or needs.
Q What made this the right time to release a new runway collection?
A We had not presented a collection on the runway since 2014, so it was time to do a show. These designs really come to life on a body, when in motion, so I always love to see the collection on a runway. A runway show is the only time designers have complete control over their work. You curate a space, styling, music, the order in which the looks come out on the catwalk, and it is the one time you can give an audience your story — a vision of how you imagined the collection.
Q What was your inspiration for the collection?
A The collection was inspired by a trip my partner and I took to France, I had never been to Paris before, and from the moment I stepped into a cab at Charles de Gaulle, I was completely seduced by the beauty of the city. When we arrived at our boutique hotel in the St. Germain area, I dropped my bags off and we immediately headed out to take in the city. I fell in love instantly with the beauty of the city, the architecture, the lifestyle, the food, the bed linens — literally everything. People in Paris are effortlessly chic, and seeing the style on the street really made a strong impact on me and I knew I would create a collection inspired by French style.
So much inspiration for the look of our rebrand came as a result of that trip. Wen-chee and I referenced couture construction books and classic French themes, mixed with modern twists while designing the collection. I also have a love of classic Hollywood, so this always reflects what I design. In the end the collection is a perfect balance of both mine and Wenchee’s tastes, fabrications, colours and styles.
Q French Kiss sees you offer men’s and women’s designs. What made you want to highlight both?
A We did a men’s collection in 2010 and have made some men’s fashion through the years. Recently, we have been booking in more male clients and it just felt time to show what we can do with men’s tailoring and represent what could be possible for our male clientele. We are well-known for jersey dresses, and in this collection we turned our focus back to tailoring, which is my first love, so there is more tailoring represented than we have ever shown for both men and women.
Q Who is the target customer?
A The target customer has shifted a bit as a result of no longer selling in stores. When we retailed, the customer profile was narrower. Our customer now is a person that has the eye, appreciation and understanding of made-to-measure clothing, as well as the financial means to afford this type of clothing. This is not to imply that the cost is outrageous, as each piece is priced according to the level of design. However, for people not accustomed to shopping at the higher-end designer level, who may not understand the construction, fabrications and finishes of this type of fashion, our clothes might feel out of reach or unattainable. The pieces are made as a one-off design and they are more costly than mass-manufactured or fast fashion.
Q What has been the response to the collection so far?
A The response has been very favourable and we have started numerous projects for our existing clientele and some new customers that have discovered the brand as a result of the runway show. I’m amazed by the response and appreciate the support we have received over the years from clients and press, alike. I’m really excited for this new chapter in our atelier.
Q And where can people check it out for themselves?
A We have a new website, matloatelier.com, which is currently live and we will be adding catalogue images in the very near future so people can see all the looks from the runway.
Q Lastly, what’s next?
A We have many projects in development. The first order of business is to complete the immediate orders for our clients. We will try to get a day off somewhere in between, as it has been very busy following the runway show. We are currently developing and designing ideas for a new collection. I can’t reveal what the theme will be as it is strictly confidential within the atelier and our team. All I can say is our next inspiration came from another destination I recently travelled to (Hint: Konnichiwa!)