The Face Behind Priceless Vices

Cover Photo Courtesy of Vanessa Smith

“Many people think fashion is not a sustainable career, but it can be,” says Vanessa Smith, a Calgary-based stylist who goes by the name Priceless Vices. She joins me over video call, taking an hour out of her busy workday to share her story.

Racks of clothing scatter behind her, as she tells me about her most recent endeavor of “ghost styling”- an innovative e-commerce technique where clothing is styled on mannequins, and models are superimposed on them. Working with the “Looklet” photo system for almost two years now, she does ghost styling for brands like Sport Chek and Marks. 

Vanessa specializes in editorial and e-commerce styling, merging her love for fashion and business background. Since starting her career, she now has over 50 international publications, has worked multiple runway shows, and is a mainstay assistant at Holt Renfrew fashion shows, the most elite fashion shows in Calgary. 

She tells me it’s difficult to say you have a steady job in fashion - but Vanessa proves it is possible. 

BEGINNINGS

Growing up in Edmonton, Vanessa was always around fashion. Her mother took fashion merchandising at FIDM in LA but did not pursue a career after completion, even though she was surrounded by art and beauty her whole life. With influence from her mother, early on, Vanessa decided to take the more “practical” route and pursued work in medical administration. It was not until age 27, that she decided to go back to school for fashion marketing at Blanche Macdonald Centre in Vancouver. 

Once graduating, she moved to Calgary for more opportunities. Vanessa’s self-professed shopping addiction meant she had A LOT of clothes. Here, she met a bunch of photographers and was able to put this shopping to good use by experimenting with styling. 

Vanessa took on any work she could. She did a lot of free work but made sure everything she did was published.  

THE “ADVITORIAL” AESTHETIC

She doesn’t have an aesthetic, but if she did… it would be “Advitorial” (Advertising and Editorial).

Though she likes to add little personal details every now and then, she styles overall to the benefit of the client.

E-commerce, can be really technical, and she makes the most out of it:

“The biggest learning curve was going from on-model styling to ghost styling during the pandemic because unlike human models, plastic mannequins are wayyyy less forgiving!”

For editorial shoots, she gets to be a bit more creative. 

Typical prep for a shoot starts with researching chosen models' past work to best come up with original concepts tailored to their demographic and goals. Then tasks consist of coming up with concepts, making mood boards and shopping for clothing. She also likes to pull fun “quirky” things from her own wardrobe that can make the look more interesting. 

After the garments and looks are prepped and photographed, it’s not over yet! Following the shoot, Vanessa has to clean up and return the clothes to stores. 

When I asked her whether she likes editorial or e-commerce better, she replied:

“I like the creativity of editorial, but I get nervous to do it. My business side likes e-commerce. So, I like both equally - a 50/50 split.”

INSPIRATIONS

Some of Vanessa’s biggest sources of inspiration are high fashion, historical fashion and editorials from as far back as they go, and concepts like layering. She loves Alexander McQueen!

Clothing itself can also be inspirational. Vanessa loves designer clothing but likes incorporating unique, funky, second-hand pieces. She’ll often find herself at yard sales and vintage shops seeking new and exciting things. Some of her best finds include a mint condition leather trench with brown satin lining from the 70s, and a patchwork trench coat that the previous owner made from all his old pairs of jeans!

“PRICELESS VICES”

 “So… where did you get the name Priceless Vices?" I asked Vanessa.

“It’s the name of a song from a band from Calgary actually!” she laughed admittedly.

The band Vanessa is referring to is The Rocky Fortune, an indie pop-rock band. Priceless Vices is the second track off their debut album. 

It was her Instagram username, but she thought it would be a “really cool” name for a styling agency.

It’s a fitting name because fashion is a vice, and she wants to put out editorial stuff using clothes that are unique and push the limits of what is possible when it comes to fashion - to her that is priceless.

FUTURE GOALS + NOTES ON THE ALBERTA FASHION SCENE

Though Alberta is her home, and she wants to see it grow, her ultimate goal is to work for a European fashion house. 

But she is torn because she also loves her old school and would like to go back and teach something like fashion history. 

She tells me the Alberta fashion industry is getting better because people are taking it more seriously. She wants people to know that there are so many diverse jobs in fashion. Plus, with the growing film industry, she believes there will be many more opportunities. 

“We just have to start showcasing and bringing these opportunities, and Alberta fashion, to the table.”

ADVICE 

Vanessa was an introvert but forced herself to network. She had no prior experience in fashion – not-networking wasn’t even an option. Vanessa attended everything from networking events to fashion shows. 

“You really just need to jump before you think about it.”

Some of her favourite work is volunteering at Holt Renfrew's “Dress for Success” fashion shows. Here, she’s met some of her closest contacts in the industry like Eluvier Acosta, co-owner of Calgary’s MAS Studios, who hired Vanessa after meeting her at a show, and Zeina Esmail, a top Canadian stylist and creative director out of Toronto.

But she’s also learned the hard truth about the fashion industry:

“The industry is tough; it’s learning how to please people and learning your place within it. There are a lot of challenging people. You can be on set for 4-6 or even 15 hours! It gets especially frustrating when you are working this long, without pay, and the client criticizes you and wants to make impossible changes.”

It’s not all bad though! From these experiences, she’s learned how to persevere and has become stronger, more articulate and more confident.

GET IN TOUCH!

Vanessa wants to help others and is open with her experiences and knowledge. She believes it’s important to share these things to help others grow. 

If you want to reach out to Vanessa and ask her questions about anything fashion-related, she’s open to “literally anyone” seeking advice. 

You can reach her by email (pricelessvices@gmail.com) or by Instagram DM (@pricelessvices).