A new made-in-Vancouver line of lingerie is hoping to offer women an alternative to the often-harmful world of fast-fashion – a realm where models (who have already hit the genetics jackpot) are heavily photoshopped to push product, which is often made in overseas factories where workers are exploited and/or inadequately compensated.
Vancouver designer Julia Rechel says her recently launched Ellesmere Lingerie line will provide a choice for women like her, who don’t want to support the dark side of the fashion industry.
“That whole culture just bothers me,” Rechel says. “I’ve never aspired to that kind of a look, so I think with my own designs, and with my own company, I’m able to challenge that and produce something different, produce something that is more about independent beauty, which is really important to me.”
When it came to planning her own campaign, Rechel chose a free-spirited model she discovered on Instagram. The woman, who goes by her Instagram handle @mrreeow, turned out is a heart surgery survivor – a detail Rechel didn’t know when she initially asked her to model her new line.
“I just thought she was really beautiful and just had a really great, independent look – It was really an honour to work with her,” says Rechel. “Based on [what I saw on] her Instagram account, she doesn’t pose in unnatural ways. She’s incredibly natural in front of the camera.”
And natural is what Rechel got from Richie Lubaton’s beautifully raw photos, which evoke a playful innocence and beauty – all with the use of natural light. The model’s edginess shines through but never overpowers the delicate black and gold lace Ellesmere Lingerie.
The line, a year in the making, officially launched in February. Rechel, mom to a four-year-old son, has started with a small but thoughtfully crafted line featuring two types of bras: an underwire demi ($137) and a bralette ($107), with sizes ranging from 32A to 36D. The line also features two underwear types: bikini and high-rise.
The designer, with a background in fine arts and pattern drafting, has been sewing since she was a young girl.
“Specifically, with lingerie, I’ve always kind of wanted to sew it. I’ve always liked the personal nature of it,” says Rechel. “For one, it’s a huge technical challenge. We expect a lot out of our bras, even though we think they should look very delicate.”
Rechel got a little support of her own when it came to launching her line. As a single mom, she needed to make a career change when her son was born. Through the YMCA, she was referred to Futurpreneur Canada, which helped with the capital she needed to start the lingerie business.
“I don’t think I could have done it without these community programs that support entrepreneurs,” she notes.
Now that she’s finally launched, Rechel is working on expanding her stocklist. But for now, you can find Ellesmere Lingerie in Vancouver at Lace Embrace Atelier and Knickers Lingerie Boutique in Victoria.
