SFW 2024: A Spectacular Balancing AcT

SFW Toronto 24: A Spectacular Balancing Act

Model: @official_ela.a Photo Credit: @jimorgillphotography

Toronto, October 28, 2024 — Startup Fashion Week Takes Centre Stage to a packed house of over 700 guests as SFW returns to Toronto for its eleventh year. The five-day event, which sold out across all activities, offered an invigorating experience for Canada’s fashion startups and enthusiasts, drawing participants from across the country—from Niagara to Montreal, Ottawa, and Winnipeg. SFW has again demonstrated its indispensable role as a platform for emerging designers, providing a launchpad for innovation, style, and sustainable design within the Canadian fashion landscape.

Held at the Illumniarium, this year’s SFW pushed boundaries, blending high-energy performance with striking design. Hosted by acclaimed fashion photographer Katherine Holland, the runway event on October 25 set the tone with a clever twist on the theme “Balancing Act.” Attendees were primed for a spectacle as a model in ringmaster attire took to the stage, leading a playful parade of circus-inspired looks. But the real showstopper? A life-sized elephant strode down the runway, adding a layer of theatricality that had the audience holding their breath. In a fashion week celebrating the precarious balancing act of entrepreneurship, this grand entrance echoed the triumphs and challenges every startup faces.

Startup Fashion Week Founder / Executive Producer Jodi Goodfellow Photo Credit: Stephen Chu

Designer: Kolye TJN Photo Credit: @jimorgillphotography

For Executive Producer Jodi Goodfellow, this theme of balance encapsulates the journey of Canada’s emerging designers. “People shouldn’t underestimate the talent or potential of Canadian fashion startups,” said Goodfellow. “We have proven they can succeed. I love looking through our applications, seeing past the raw or early-stage content they submit, and instead seeing a lot of potential and watching them grow through Startup Fashion Week.”

Designer: Hare & Rose Photo Credit: @jimorgillphotography

From runway showcases to dynamic networking opportunities and an exclusive photo shoot circuit, SFW’s influence on the Canadian fashion scene continues to grow. The runway event, standing-room-only, featured collections from a diverse group of rising Canadian brands, namely:

BLO
Bastedo.
Untapped
Hare & Rose
SIGMA & LUNA
KOLYE TJN
ASHNITA MEHJABEEN
Edith Andrea
DOMENICATION
Jansu Jan brand
RT Atelier Co

“People shouldn’t underestimate the talent or potential of Canadian fashion startups.”
Jodi Goodfellow

Each designer demonstrates a unique aesthetic from ready-to-wear, vegan handbags, evening wear, and menswear with various colours and textures. At the same time, several brands emphasize ethical practices and sustainable materials, reflecting a growing industry commitment to sustainability. The designers were eager to make their mark, and the audience felt the impact of their creativity and purpose-driven design.

Designer: BLO Photo Credit: @batchan.official

Designer: UNTAPPED Photo Credit: @batchan.official

Designer: RT Atelier Co Photo Credit: @batchan.official

In the words of Jodi Goodfellow, SFW is more than an event; it’s a nod to the strength of Canadian fashion startups to inspire, create, and ultimately succeed. As this year’s “Balancing Act” theme reminded us, fashion entrepreneurship may be a high-wire performance. Still, with the right platform and community, these startups are not just walking the line—they’re redefining it.

Designer: Sigma & Luna Photo Credit: @jimorgillphotography

SFW Toronto 24: A Spectacular Balancing Act

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