Jay Manuel enlists “Top Models” to relaunch Sears Canada Private brand Attitude

Top Model creative director, Jay Manuel enlisted the help of some of his fashionable “Top Model” friends as he made his fashion debut at the helm of the revamped Sears Private Brand “Attitude” at Toronto’s Fashion Week on Wednesday.

Manuel, unveiled his first collection as creative director of Sears Canada‘s rebranded Private Brand collection, Attitude Jay Manuel.

Former “Canada’s Next Top Model” winners Rebecca Hardy and Meaghan Waller and runner-up Linsay Willier joined past “America’s Next Top Model” winners Dani Evans, Aminat Ayinde and McKey Sullivan in the showcase.

In a recent interview, Manuel said he liked the fashion-forward youth initiative he’d seen in the brand under its previous moniker, Attitude. The looks unveiled at Fashion Week continued on a similar trajectory, while further driving the line in a more high-fashion direction.

The collection delivered a modern take on late 1960s silhouettes, along with style influences, luxury and textures from the ’70s. There were a range of hues to suit virtually all tastes, from monochromatic black, white and grey tones to vibrant red, raspberry and marine blue.

There were building blocks for the core wardrobe featured on the runway with the bulk of looks worn in layers to showcase their versatility. Fitted turtlenecks, boat neck tops, collared blouses, cardigans and heavily textured fur scarves, along with pencil skirts, flared trousers and indigo jeans could easily serve as standalones or be mixed and matched with companion pieces within and beyond the closet.

For those seeking a statement piece, outerwear was likely the way to go. The expansive range showcased everything from traditional trenches, tweed blazers and double-breasted coats to more eye-popping numbers from richly coloured belted coats in peacock blue and purple, and an embossed snake pattern biker jacket for those looking to go the edgier route.

Source: Winnipeg Free Press

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.