PHOTO BY AMANDA VICK ON UNSPLASH

TALK ON THE LOCAL FASHION MOVEMENT, COVID-19 IMPACT AND MORE WITH KELLY CAMPBELL DUGUID

Indeed, Edmonton might not be the world’s most recognized fashion capital. However, certain downtown and Whyte Avenue areas are still known for the gem shopping destinations. Those little boutiques with a fleur of a European vibe offer designer, rare, or simply unique pieces of clothes and fine craftsmanship footwear. C’est Sera is one of those destinations. A couple of days ago, I asked Kelly, the owner, a few questions on matters that everyone in the fashion industry is discussing.

1. Kelly, thank you again for agreeing to answer a few questions for The Issue Magazine. Why don’t you start by telling a little about C’est Sera, its history, and its development? The boutique has been in the area for twenty years, and I am sure many things have changed since it opened in 2000.

It all started years ago when I was a young girl who every morning was the fashion consultant for my mother. It was a delightful way to start my love of clothing and shoes midst high heels, wedges, designer flats, boots, skirts, suits, and blouses. My love for fashion didn't go away when I became a nurse.  And in 1993, after massive health care cut backs, I went back to retail.  However, I found corporate retail did not sing the right song for me.  I went into nursing to help people and I wanted to continue that philosophy into fashion.  Having a customer feel and look amazing because I listened, laughed and shopped with them was the reason I opened C’est Sera on July 1, 2000.  While our merchandise selection has changed over the 20 years, what hasn’t changed is my (our) love of fashion and helping people look and feel beautiful!

2. As you describe the statement of the brand, you mention that its commitment is focused on quality garments and a slow fashion approach. However, it is a commonly known statement that slow/eco-friendly/sustainable wardrobe costs much more than prices that habitual mall shopping places offer. What is your answer to a better understanding of investing in timeless pieces for customers who still do not accept the idea of buying fewer items, but of better quality?

I love that you asked this question!  People are under the misconception that slow/eco-friendly sustainable fashion costs more. It really comes down to price per wear.  A $250, made in Canada pant actually costs about $1.60 a wear in a 3-year span.  A fast fashion $65 pant costs you $2.50 a wear in a 1-year span.  Plus add in there the waste of disposing of the fast fashion pant.  It’s more difficult to imagine then just having 4 of the quality and essential pants in your closet.  People want.  People crave.  However, C’est Sera is trying to educate our ladies that it’s about building a wardrobe.  It’s about investment in your essential wardrobe.  Not every piece is going to cost you $250.  Not every piece is going to be “basic”.  You will still buy fun, interesting pieces that suit your personality and your lifestyle. It means that you are going to purposefully curate a closet of clothing that you love, looks amazing on you and lasts.    

3. Could you please talk more on the subject of why shopping locally, supporting slow fashion is becoming such a powerful movement that some fast-fashion brands have no choice but to shut down or change their whole strategy?

People are starting to see.  To understand.  I don’t cheer when a retailer closes its doors.  But I think the saying goes, adapt or perish.  Fast fashion brands need to evolve and need to change their strategy.  The people that started shopping with them want them to and they are saying that with their wallets.  

The trickle down effect then will help the slow fashion movement not be a movement any longer.  It will be the norm.  If fast fashion changes, so will the factories, so will the resistant consumers.  

4. C’est Sera had been a favourite shopping destination for many ladies, not only from Edmonton but also guests of the city. However, this year even the most devoted clients had to find a balance between supporting families, finding new jobs, and taking care of elderly relatives. How did you find those times since in March the store had to close, and then reopen with caution? Were customers thrilled to come back and shop again, or most of them still prefer online shopping?

We thankfully have had an online store for almost 5 years.  When we shut in March due to Covid-19, we worked extra hard on having our customers shop online with us.  Of course, some clients did lose their jobs, but honestly, most of our ladies were and are still  working.  Working a lot!  From essential services, to teaching online to doctors and lawyers.  Once we opened, people were cautious but we focused on being so, so safe.  A nursing background is very helpful.  We re-opened with just myself and one other staff member.  We still find that we have a interesting hybrid of online and in store customers.  The silver lining for the online store is now we have so many more national clients.  We are helping ladies across Canada and the US shop with us.  

5. Kelly, can you remember any other time C’est Sera faced a similar times, in terms of crisis, as it is happening since March of this year? Were the actions of the business strategy different, or crisis, no matter if we have to wear masks or not, passed with time, and everything eventually returned to the track of normality?

Being an Alberta business, we generally ride the wave of oil and gas.  While oil and gas pricing doesn’t compare to the global impact that this pandemic has had, it does make us Albertans in particular resilient.  My customers, new and long time, really stepped up with encouragement and support.  They shopped if they could.  They sent emails and they sent donations.  I had one customer donate $50 to every one of my staff.  Barbara is a long time customer and that act of kindness was overwhelming and humbling. Our day to day strategy always has been is to treat our clients well.  The saying Strangers are just friends you haven’t met yet rings true for us. We love a good story, a chat, a laugh and through those moments we find clothing and footwear for our ladies.    

6. Stepping away from the already exhausted topic of the pandemic, let’s talk a little about fall/winter collections. What are the most popular, most asked for pieces you decided to present in the store this year?

It’s all about professional comfort!!  Pre-pandemic we were really more on the dressy side.  While we still offer suiting and office wear, we have taken these styles and made them more versatile.  A stretchy, comfy suit pant can be paired with a pretty blouse for a zoom call or can get a blazer thrown on with it to go into the office.  I just had our regular client Lana shop for “comfy pants” that are professional enough to be worn when she’s meeting with the engineering executives she works with.  

Our Kelly Wollf brand really was an excellent seller so far this season.  It’s always been the bridge between dressy and casual and our Tyra faux suede pant was just the ticket for so many ladies.  This pant really exemplifies where fashion is going.  The pant could be worn as an alternative to jeans but looks great with a blouse and blazer.  The super stretch fabric was a hit.  

7. Continuing to speak about fall/winter style, what are your personal picks either of trends shown on runways or particular garments at C’est Sera that you will add to your wardrobe?

My personal wardrobe really mirrored what I was showing my customers.  Comfort meets style in a new way.  My soft sweaters, stretchy pants, and easy dresses got me from desk, to fabric ordering to in store in a “brainless chic” way.  I love that I didn’t have to think too hard to find an outfit.  I picked natural fibers from Gilmour clothing and Kelly Wollf.  Plus I love brown and grey together! 

8. Thank you, Kelly. And the last question, how would you describe the change, if there were such, in fashion on the streets of Edmonton? Do you find that people move towards dressing up more, or the desire for comfortable, oversized garments is still winning in our society?

At first, I saw true casual showing.  Sweatpants and t-shirts ruled in the summer but now that Autumn is here and we are going into winter I see on the streets and what is purchased in store Smart Casual or Comfy Business being strong statements.  It is time to put on real clothes for the outside world.  Oversized garments are out there for sure, it is  a style preference.  But style can still rule here… It’s about fabrication and function.  

These times can still be very encouraging though because this is what Slow Fashion is.  Perhaps that is the silver lining of the pandemic.  Shopping local and buying, fewer, versatile, high quality items that can fit all the parts of your life.  Why can’t you wear your favourite pants to the office and the dog park?

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