Winnipeg Free Press - ONLINE EDITION
Ooh- la-la
Local designer’s Voilà line adopts a more sophisticated look to go with its new name.
SINCE starting to write this column I have had the pleasure of meeting a wide array of local designers.
Some, while having enjoyed the design world, decided to pursue other career paths, while others have grown and flourished with hard work, drive and perseverance.
One of these latter designers is Winnipegger Andréanne Dandeneau, owner of Voilà by Andréanne (formerly MJAnne Couture).
Just a quick note on the name change: Dandeneau says she decided to introduce her collection under a new name for the company's five-year anniversary, partly because it is more reflective of her personality and partly because she wanted a name that would have more brand recognition across Canada.
Over the past five years, Dandeneau has seen her line of casual women's wear grow from the ground up.
In the early start-up years, Dandeneau featured her collection at craft table at places including the Fringe Festival and Folk Festival. From there, a few local boutiques began carrying her line and today, her clothing can be found online and in over 40 stores across the country.
"It was always my goal to reach this level, but it grew in baby steps," says Dandeneau. "My clothing has a place in the market, I have had a lot of help and I try to stay connected with the industry."
As for the clothing itself, it too has grown up and become a little more sophisticated, while maintaining the comfort and wearability it's known for.
"When I started the clothing was very sporty and yogainspired, probably because of my background in dance. Then we moved to more eco-friendly lines and product. Now I want more of a luxury look using that same bamboo product line," says the Métis designer.
The spring/summer 2010 collection is what I would describe as subtly sexy. The deep-V backing on tops creates an alluring line down the back, while the summer dresses gently hug the natural curves of a woman.
In addition to great lines and structure, this latest collection also features signed and dated hand-painted, one-of-a-kind prints by local aboriginal artists.
"Many of the boutiques in Canada are looking for something that makes the clothing uniquely Canadian and special, like the aboriginal artwork," explains Dandeneau adding that several Vancouver boutiques requested aboriginal hand-painted garments to have on hand for the Olympics.
In keeping with the eco-friendly nature of Voilà by Andréanne, each hand-painted garment comes with a Botanical Paperworks label explaining the artwork. Once you've read the description, the tag can be removed and planted (each tag is printed on paper embedded with seeds).
You can check out Voilà by Andréanne online at www.voilaandreanne.com. A complete listing of all retailers carrying the line are available on the website.
connietamotofashion@hotmail.com
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