“Why are we making clothes for mannequins instead of for people?” - Elizabeth Oliveira
Since the late 19th-Century, the fashion world has predominately offered “ready-to-wear” or “off-the-rack” collections. Mass produced clothing cut in industry standardized sizes has relied on trends and popular culture in order to produce seasons of widely marketable clothing to serve the average consumer. Clothing was able to be made cheaply and distributed widely.
The idea of an excellent custom fit gave way to the rage for affordable, easily accessible designs, while the role of the “expert seamstress” declined in value. In the 21st-Century, clothing production and design has become global and even more affordable, but it has also lacked in variation and personal expression. In this fashion milieu, a new client has emerged.
The contemporary client, aware of the importance of appearance to their personal and professional success, is fashion educated, has discerning tastes and is interested in expressing their personal style. Clothing “fit” is integral to this new consumer who recognizes that a tailored look is always in fashion.
While the fashion industry at large has been slow to recognize this new customer, Elizabeth Oliveira, founder of “Labl Studio” and “Labl Style Lab,” caters directly to this savvy new client. She is the only Toronto designer who is also an expert seamstress working in the field of alterations. Most of our business is based on a loyal base of repeat clientele because we prioritize a customized clothing fit for our clients.
