Monday, February 16, 2015

How to create a label in the fashion industry - when you’re not married to a rock star. 

March 18, 2015

Vancouver Fashion Week

Vancouver designer, Sara Armstrong, is holding an Indiegogo campaign to fund her FW 2015 collection show at Vancouver Fashion Week on Wednesday, March 18th, 2015, as well as a trunk show/pop-up shop at Vancouver’s premiere pop-up production venue @thisopenspace to follow on Thursday, March 19th, 2015.

Now at 43% of her goal, please consider contributing and being part of bringing a Canadian label to life. Contributions of all sizes are welcome.

Being seen on the runway is an important part of the making of a label.  It is the place to be seen by international media as well as buyers.  For emerging designers like Armstrong, the hope is to attract both media and buyers.  The runway collection must be an experience that tells the story of the designer’s vision.  Building an experience requires funding and fundraising.

On Wednesday March 18, 2015, it will all come together in what is to be a resounding and impactful Fall/Winter 2015 season for the Sara Armstrong design team, but they need your help as an investor.  

For the first time, Sara Armstrong is offering her signature designs as perks for contributions. Sara is calling upon her community to help spread the word, support, and propel her brand forward for the FW 2015 season, and beyond.

Contributions may be made, and shareable link may be found at

The Business of Fashion and Label Making 

Sara Armstrong is a Saskatchewan born designer who comes from a middle class home where entrepreneurship was a way of life.  Yes, she is my daughter, and she has the support of our family.  But creating a label in the fashion industry is not about family. It is about manifesting from within, and building a sustainable business model that attracts media, buyers and investors. 

What I learned from my daughter about how to create a label in the fashion industry - when you're not married to a rock star. 

Phase 1: Being Irrepressible.  

  • At three years of age, she refuses to attend play school unless she has a pair of purple suede desert boots.  
  • At four years of age, she convinces me to buy the dress I cannot afford because it’s the prettiest in the store.
  • At five years of age she insists on specific ballet attire of soft pinks and matching leg warmers.  
  • At six years of age, she makes her first artistic statement, refusing to read in school, and instead insists on drawing her assignments.
  • At 16, her paintings appear in a public gallery where she sells her first paintings.

Phase 2: Educate Oneself.  

  • At 21 she graduates from University with a Bachelor of Fine Arts in Intermedia. She leaves the prairies to become a fashion designer in Vancouver.
  • At 22, she graduates from Blanche Macdonald in Vancouver, where she was honoured with an award for innovation. Her design was chosen to represent the Blanche Macdonald year-end runway show. 

Phase 3:  Risk a Vision. 

  • Her first label, “Head the Free” make its debut in her home city of Regina, on the runway of Saskatchewan Fashion Week.
  • “A specialist in outward thinking, Sara Armstrong, Vancouver based installation artist and designer works within a sustainable focus. Supporting a holistic approach in design, medium, and reason.”  
  • At 24, she returns to Saskatchewan Fashion Week with her self titled minimalist collection.  She decides after the show to challenge her vision and ability in order to grow her label.
  • Sara Armstrong, sets her sights on taking her vision to the runway of Vancouver Fashion Week, to be seen with designers from all over the world. 
  • At 25, Sara Armstrong creates presents her self-labelled Fall Winter 2014  on the runway of Vancouver Fashion Week, a show that integrates a minimalist approach to design, video, and music.
  • At 26, her Spring Summer 2015 collection appears on the runway at Vancouver Fashion Week, where she becomes known as an internationally-acclaimed, interdisciplinary artist who practices in both fashion and industrial design.  Her catwalk is featured online at  Vogue UKGlamour UK and Elle Italia.

Phase 4: Grow, when Shrinking is not Possible.

Crowd funding models are being used to help raise money for entrepreneurs in the fashion industry.  Creating a runway-ready collection requires financial resources.  But like most talented entrepreneurs working to build a name and a brand that will capture the attention of buyers, the media and the public,  financial resources are required. 

Contributions may be made, and shareable link may be found at

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Thank you for reading "Sky Writing". Your comments are most welcome.
- Lynn Armstrong, Publisher