My mother, Sanghun Oh, is a veteran retailer in the industry. Having opened her boutique, 290 ION Fashion, back in 1983, on Queen Street West, she built a reputation of nurturing, supporting and carrying emerging Canadian designers. FACT: 290 ION was
the first shop in Canada to pick up Joeffer Caoc’s line, when he was fresh out of RyersonUniversity.
With their relationship expanding over 15-years, Joeffer’s shows have been a regular, bi-annual mother/daughter date for most of my life. What can always be expected are the fluid lines and drapery of his garments, particularly his dresses, that are made to fit and flatter women. When I think of Joeffer’s work, I always think of someone who creates clothing for women to look beautiful in, simple as that.
As the lights came on and his Spring/Summer 2012 collection was marched down the runway, the heavy influence of sportswear surprised me. In a good way, mind. Notable looks include his two-toned crepe v-neck shell and Capri pants worn together, with its all white front and all black back, it was very slick and very Celine. His jersey hoodies and metallic short shorts might be more my thing, but his more sophisticated clientele will be happy as can be in his robin’s egg blue tweeds, that scream Chanel sport.
It felt younger and fresher, with different pieces that spoke to me — the fashion girl in her 20s – and my mother — the fashion woman in her 50s.