Canadian supermodel Coco Rocha has long been asked a recurring question throughout her illustrious career: 'What is Canadian fashion?' In a recent interview, she delved into this topic, highlighting the unique challenges and opportunities within the country's fashion industry. Rocha, who stars in a new 100th-anniversary campaign for the iconic Canadian clothing brand Reitmans, shared her insights from her home in Connecticut, where she resides after being born in Toronto and raised in Metro Vancouver.
The Essence of Canadian Style
Rocha explains that defining Canadian fashion isn't straightforward due to the nation's youth and diversity. 'We're a young country. We're not coming from, let's say parts of Europe or Africa, where you're infiltrated with your past,' she says. 'We are such a diverse country, so we're going to see a range of ideas.' Instead of focusing on specific aesthetics or trends, she points to the people behind the designs.
'It's not so much that we have an aesthetic as designers or that we have this very specific point of view,' Rocha notes. 'It's just more the fact that people are aware that Canada has very smart and thoughtful designers. And they want to be taken seriously ... they really are putting their heart and soul into it.' She summarizes that Canadian fashion is more about the individuals than the garments themselves.
Supporting Local Talent
With her experience as a longtime model and current host, judge, and executive producer of Project Runway Canada, Rocha has witnessed the industry's fluctuations over decades. She emphasizes the importance of supporting local brands, especially in recent times. 'Especially this last year, I did feel the pressure. I felt Canada's pressure of like, 'We need to do better here,'' she says regarding the push to bolster homegrown businesses.
Rocha recalls her own journey, stating, 'It didn't feel like I could really make it in the industry until I left Canada to then return and be like, 'You're one of us.' And I hear that, for so many designers, especially that they don't feel like they can really make it there, even though the public and ... the press say we have to support our own.'
Practical Steps for Change
To strengthen the Canadian fashion scene, Rocha advocates for actionable support from shoppers, retailers, and the government. 'Put your money where your mouth is,' she urges. 'If you truly want that, if you really want to support Canada, instead of buying online and shipping from other countries, really go into local stores or local websites. Because they feel it.'
She acknowledges that shopping locally can be more expensive but suggests alternative ways to show support during tight financial times. 'Showing support beyond straight-up purchasing can also be helpful to local designers and businesses,' Rocha adds, pointing to examples like the success of brands such as Greta Constantine.
In celebrating Reitmans' centennial, Rocha's campaign underscores a broader message: Canadian brands are present and worthy of recognition. 'They're there. You just need to find them,' she concludes, encouraging fashion enthusiasts to explore and invest in homegrown talent for a vibrant industry future.
