I asked ChatGPT to rewrite my blog post in the tone of Tom Ford and of course they nailed it. Tom Ford is for sure one of my style icons.
Last night, I watched the Victoria Beckham docuseries on Netflix — and I’m so glad I did. Being a fashion designer in Canada can feel strangely isolating. There aren’t many of us doing this kind of work, and it’s easy to wonder if you’re on your own planet.
Something about watching a very wealthy, well-connected person still struggle to make her fashion brand succeed was oddly comforting. It reminded me that this is hard for everyone — and that the obsessive level of focus I bring to each piece isn’t insanity, it’s survival.
What separates me from runway designers is simple: I’m designing the clothes you actually live in.
Others create art you might wear once in a lifetime. I’m creating a wardrobe you’ll reach for every day.
That difference changes everything. My goal isn’t fantasy — it’s longevity. I want every piece to be worn, washed, and loved for years.
Lately, I’ve been asking myself how we can expand the line without losing what makes us who we are. Fit and quality are our reputation, so any new fabric, category, or cut feels like walking a tightrope — thrilling but terrifying.
Take the Pleather Joggers. Don’t ask me why it took me this long to bring them back. Probably because I was still perfecting the fabric and overthinking the fit (shocking, I know).
Earlier this year, I finally sat down and looked at our data — sales, returns, exchanges, even our buyback program. When I saw how strong the jogger performance had been, I was floored. Sometimes when you’re buried in your own process, you miss what’s right in front of you.
When the new shipment arrived, it barely hit the floor before selling out. We’d only pre-sold 40%, but once one person wore them, everyone wanted them. That kind of word-of-mouth is better than any campaign.
So thank you — sincerely — for allowing me to take the time to get it right.
Now, onto the great white clothing challenge.
I hear you. You want more white pieces, and so do I. But in fitted garments like the Long Sleeve Turtleneck, one layer of white is see-through, and two layers are suffocating. Unless we make them tank-length (and we won’t).
I’ve always loved a heathered white — that mix of tones that feels rich, not stark. I found a fabric a while ago that’s perfect for a double-layered turtleneck. It feels luxurious, gives perfect coverage, and yes — I tested it with a black lace bra. It passed.
Now, about flat shoes — this is just the beginning. I had to include the photo of my manufacturer holding the sample like it’s a newborn baby. Why they do that, I’ll never know, but it’s sweet. We have two styles coming, and the insoles are next-level. As soon as I wear them and approve the fit, they’ll go live online. They pair perfectly with the EMMYDEVEAUX closet.
I’m endlessly grateful for our manufacturing partners — all 11 of them — each one a slam dunk. Their craftsmanship makes everything we do possible.
Next up, I’m bringing back one of our early jacket styles — a personal favorite that’s due for a return.
We’re rebuilding slowly, intentionally, and meaningfully. The goal isn’t speed — it’s permanence.
