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Customized Avante Garde: Sainte Genovefa

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Sainte Genovefa brings Avant garde design to the runway this April at Fashion Art Toronto 2014. The Jewelry brand caters to those fashionistas that enjoy expressing themselves through personal style. The luxury jewelry line tells a visual story that’s set out to allow fashionistas and jewelry lovers to enhance and express their individuality through their personal style. The brand hits the runway at Fashion Art Toronto 2014 with its mission “to create innovative collections that can be exhibited as art, to tell a visual story of the underlying inspiration” for tickets and show times go to http://fashionarttoronto.ca/

Getthebuzz716: Tell me a little about your brand. Where are you from?

Sainte Genovefa: Sainte Genovefa was created for my final thesis in Fashion Communications at Ryerson University. During my research on brand identity and the story behind a brand, I created the entire brand identity and business model for Sainte Genovefa. I then found a creative way to artistically portray my findings through the intricate use of chain. It was in the midst of this execution that I knew I wanted to continue creating pieces that metaphorically and artistically reflected my inspirations.

Amongst my growing clientele, I have collaborated with M.A.C Cosmetics, and showcased my work for Tourism Toronto’s World Pride VIP Booth. I love to explore all things creative and believe in the power of an idea – no matter how small. "Every vision needs a strategy, and every design needs to communicate. Bridging these gaps is my passion. I believe good design is profoundly connected to its philosophy – The idea becomes the machine that makes the work of art.” - Jennifer Menecola

Getthebuzz716:P What does Fashion Art Toronto mean to you?

Sainte Genovefa: FAT is the perfect platform for alternative designers to express themselves beyond the conformities of the fashion world. It allows for deeper self-expression and creativity and is only limited by the designers’ imagination.

Getthebuzz716: How would you define your Brand?

Sainte Genovefa:Evoking countless complex associations, thoughts, desires, and opinions by taking a variety of materials with evocative qualities, and arranging them into a purposeful form of wearable art – in essence, is what Sainte Genovefa strives to do.

Getthebuzz716: How long does it usually take you to construct a piece?

Sainte Genovefa: It really depends on the intricacy of the piece, but I tend to work in detail, which means a wearable installation could take upwards of hundreds of hours to complete.

Getthebuzz716: Describe the general process you go through to design and what’s your favorite part about conceptualizing a design?

Sainte Genovefa:I find every project to take on a new process. I really don't tend to sketch out what it is I want to create, rather I have an idea of materials and the creative process takes me through a journey of trial and error until I am happy with what I see in front of me. This was a challenge for me designing for FAT as we had to provide sketches for submission. Although I stuck to the aesthetic of the sketches, the final pieces are quite different from what I had put on paper.

Getthebuzz716: What matters to you most as a designer?

Sainte Genovefa:Inspiring people. If someone looks at my work and appreciates it, I have done my job. At the end of the day, I want to create beautiful works of art that people can marvel at. Sainte Genovefa is an enabler of creativity, aiming to epitomize the essence of what makes the world an imaginative and inspirational place.

Getthebuzz716 What do you believe makes a quality design?

Sainte Genovefa: Passion. Good design has heart and soul poured into it. Whether it took 5 hours or 5 weeks to complete, the important thing is that the designer put passion into it.

Getthebuzz716: How would you define the style your line exemplifies? *What are some of your fashion goals?

Sainte Genovefa:My designs evoke countless complex associations, thoughts, desires, and opinions by taking a variety of materials with evocative qualities, and arranging them into a purposeful form of wearable art. Essentially, I take into account a broader physical experience, operating within the realm of sensory perception, in a way “installing” the viewer into an artificial setting with the hopes of igniting their subjective awareness. With a strong focus on wearable art installations, I work with brands to create one-of-a-kind pieces for exhibition, editorials, galleries, performances/videos, and public/private events and venues.

Getthebuzz716: What other experience do you have in the fashion industry (stylist, retail, marketing, etc.)?

Sainte Genovefa:I work full time in event design, so I have experience in every aspect of the industry from graphic design, to marketing to custom installations/builds.

Getthebuzz716: What are your favorite patterns/materials [prints] to work with and why?

Sainte Genovefa:I like to work with areas of the body that aren't typically associated with jewelry design. Unexpected areas are intriguing to me. My love of design started with the use of chain. I love working in this medium as it can be manipulated and draped in endless ways. I am now beginning to experiment with other materials such as leather and wire, and am hoping to get to branch out more in the near future.

Getthebuzz716: Where can readers find out more about you and your work?

Sainte Genovefa:You can find out more about Sainte Genovefa by liking us on Facebook (facebook.com/saintegenovefa), following on Instagram/twitter @saintegenovefa and checking out www.saintegenovefa.com

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