Saskatchewan Fashion Week Celebrates a Final Milestone
This May 9 to 11 marks the end of an era. It’s the eighth and final year of Saskatchewan Fashion Week (SFW). The event has served as a hub for creative industry professionals in Regina — and for the entire province of Saskatchewan — for the past decade.
Born into a creative family, Chris Pritchard is an award-winning hairstylist and co-owner of Daniel Christopher Aveda Salon in Regina. Chris is also co-founder, president and executive director of SFW.
“Nearly a decade ago, when we first brainstormed the idea for SFW, collaboration in our creative industries was almost unheard of. There were photographers, hairstylists and makeup artists, but no one was really talking to each other or collaborating regularly. Our goal was to break down those walls and create a scene, a community. We were determined against all odds. In hindsight, we entered into founding SFW blindly and fearless,” says Chris.
“SFW benefitted from the fact that a fashion week is a recognized concept. So many creative professionals and volunteers contributed to the event each year. We also had a great group of sponsors. I think we were successful in generating a scene where there was none, as well as bringing hope and pride to creative industries here in the province.”
Chris ponders the state of entrepreneurship in Regina today and he feels it is quite widespread. “We now have an entrepreneurship- and collaboration-obsessed culture in Saskatchewan.”
In some ways, SFW achieved what it set out to in terms of exposing the region’s creative talent and helping to grow a collective spirit of pride in our community. For those who haven’t attended SFW before, Chris highly recommends attending this year for the throwback elements. “SFW is at its maximum peak and we recognize that we have this chance to close it on our own terms. Fortunately, we are able to revisit all of the milestones that so many people helped us create over the years.”
Actress and comedian Amy Matysio is returning to host SFW after her very popular back-to-back hosting stints in 2013 and 2014. Amy is from Regina and starred in WolfCop, a 2014 horror comedy movie that has since achieved cult status.
Tickets for the runway shows are priced from $39 to $125, depending on the perks attendees want to indulge in. Friday and Saturday night show tables come complete with wine, appetizers, gifts and table service. Plus, entry into the Black Market vendor tradeshow is free-of-charge. Each night of SFW, the Black Market offers an opportunity for fashion designers, artists and artisans to showcase and sell their wares. Also, there is an after-party each night that’s free to the public and goes until 2 a.m. (attendees must be 19 years or older to enter the afterparty).
What’s next for Chris? Focusing solely on his family businesses will be part of his next steps. Daniel Christopher Aveda Salon is opening a second location in fall 2019 in the new Aurora development of east Regina. “The whole SFW experience has been worthwhile. I was constantly surrounded by inspiring people, new experiences and challenges. It supercharged both my personal and business lives.”
SFW takes place from 6 p.m. to 11 p.m. nightly. To find out more and buy tickets for the final year, go to saskfashionweek.com.
Above: Founders of Saskatchewan Fashion Week (L-R) Chelsea Petterson, Candyce Fiessel, Chris Pritchard
Photos Scott Goodwill