One Week to New York Fashion Week. How to Say Yes to Opportunities
Stylist Joshua Pasquale in Stef Mouchie for NYFW FW24
Saying Yes to Opportunities: My Journey to New York Fashion Week FW24 with Stef Mouchie
My path as a former marketing specialist turned stylist, model, and designer is not always easy. When I came back from styling and modelling at Paris Fashion Week SS24 in October - on paper the show was a great success. We were featured in Vogue, ELLE, and Glamour, received various collaborations, and I had a golden nugget in my young portfolio. Still, when I got back I was in a state of existential crisis. What now?
My journey from London Fashion Week FW23 to Paris Fashion Week SS24 in one year is a testament to my creativity, work ethic, and love for fashion that surpasses borders. But I didn’t want to rest on my laurels. I wanted to continue working in fashion and internationally, but I felt stuck and lost. The funny thing about opportunities is that they can be elusive and hard to predict just when and how they are going to appear.
When I got asked to style Toronto sustainable designer Stef Mouchie’s New York Fashion Week FW24 show in less than a week, I knew the ripple effect of London and Paris was about to pay off.
The ripples Begin: London Fashion Week FW23
London Fashion Week had always been a dream of mine, but it seemed too far-fetched and exclusive to be within reach. However, fate had other plans for this Canadian boy without a pound to my name. With two suitcases of my best clothes and a dream, I departed for London on a two-month trip in January and February 2023, that would prove life changing.
When I got there I received an unexpected phone call from a friend who used to live in London. He had a connection that could get me invited to several fashion shows. I’d be able to attend my first London Fashion Week. It was more than a dream come true, it would set the domino effect that would lead to an inevitable rise in my international fashion career.
almost saying no to Paris Fashion Week SS24
When I got back from London to Toronto, I had to pick up the pieces of my experience and start my fashion career, boldly. I began to call myself a stylist, I took design courses, and I said yes to any modelling opportunity that came my way. I also began employing a paid Instagram ad strategy in Europe to highlight my avant-garde fashion with a budget of 20 dollars CAD(did I mention my background in marketing and PR?) My goal in mind was to connect with influential fashion professionals in Europe who have always been receptive to my aesthetic and passion for fashion. More than I would say compared to Canada. Deep down I was also searching for a miracle that would take me out of my unrelated corporate marketing career, and finally place me in fashion.
The call was answered when Berlin designer, Vivien Sophie, saw my ad appear on her feed and instantly sent me a DM that would change my life. She asked me to model and style her first show at Paris Fashion Week SS24.
I almost said no. It didn’t seem possible. But despite my initial doubts and fears, I took a leap of faith and said yes. It was a challenging but enriching experience that would give me a world of opportunities. I thank my lucky stars every day I said yes.
The Ripple Effect of Hard Work and Collaboration
When I returned to Toronto from Paris in October 2023, I felt a mix of excitement and worry. Would I be able to replicate my success in London and Paris? Would I get a chance like this again? Canada can be a difficult country for a fashion professional. We have the talent, but we don't have the same industry, exposure, and opportunities as London, Paris, New York, and Milan. When I got back from Paris, all I could do was continue what I did always - create fashion.
I’ve always said Canadian fashion professionals are just as talented as those in the Big Four, and this statement is something I constantly need to remind myself of. We Canucks tend to have a certain inferiority complex. But when I’m overseas, they treat me as an equal. No one cares where I come from or my background. They see my talent and drive, and that’s enough.
If I could go back and tell myself not to worry, I’m not sure I would. That worry gave me the drive to connect with more journalists and expand the reach of our show. It also gave me the drive to reach out to the Global Fashion Collective, a Canadian premium fashion production company that shows in London, Paris, Milan, Tokyo, and New York Fashion Week.
If it wasn’t for London and Paris I wouldn’t have been able to collaborate with the Global Fashion Collective as a designer coordinator. Having that opportunity would then lead me to meet Stef Mouchie, a sustainable Toronto fashion brand that was ready to show in a big fashion capital.
All of this happened in four months. Sometimes, the ripples you make can turn into waves when you let it happen.
Collaborating with Stef Mouchie at New York Fashion Week FW24
My collaboration with Stef Mouchie for New York Fashion Week FW24 was a culmination of what I had learned so far and the power of saying yes. I was able to work with the Global Fashion Collective to give Stef Mouchie’s founder, Ethan Wingate, a competitive opportunity to showcase at New York Fashion Week. I remember calling Ethan up in late January 2024 and saying, “Opportunities like this only happen once in a lifetime. I have experienced this personally. Don’t let fear hold you back. Say yes.”
He said yes. We had one week before the show in New York. One week to style, coordinate, tailor, dry clean, and get ourselves to the Big Apple. But sometimes the best art happens last minute. With Paris I had 3-months to stew and contemplate not just the looks we were presenting, but also my future in fashion. With New York, like the city itself, we had no time to think, just do. I don’t vouch for designers I don’t believe in. We worked together to defy expectations and showcase the best of Canadian fashion.
We immediately got to work and I styled each of the 12-piece collection. I gave Stef Mouchie’s founder, Ethan Wingate, three words to describe the collection I had in mind. These three words would then be adopted into Stef Mouchie’s brand manifesto: Versatile. Sustainable. Luxury.
The Importance of Saying Yes
My journey from London to Paris to New York Fashion Week has taught me the importance of saying yes to opportunities, no matter how daunting they may seem. It's about being brave enough to meet the the invisible hand guiding you along, and to reach out to shake it. It’s also about collaboration. You cannot do it alone. In an industry that seems so obsessed with “me”, you’d be surprised by just how much “we” you need.
You can’t do fashion alone. While it’s important to believe in yourself and showcase your ferocity, it’s critical to develop your network if you want to succeed in fashion. With one week to prepare, I used my network of talented Canadian accessory designers Sol Kyst, Imagomillinery, and Carolily to add accessories and make our collection runway-ready. I also used upcycled flowers that were painted with organic paint to give the runway a botanical flair. Botanicals, not florals, for spring - truly groundbreaking.
I also knew I needed streetwear as I wanted to maximize every second I was at NYFW and attend many shows. I connected with Canadian designers Shelli Oh, LaceL, and of course Stef Mouchie, to give me streetwear for the events I’d be attending. I’m happy to say that I only showcased Canadian fashion talent at my first New York Fashion Week. Even though I am ready for the world, if I can be a conduit for Canadian fashion talent to a global market, then I’ve done my job.
Joshua pASQUALE: New York’S BEEN WAITING FOR YOU
All of the Big Four Fashion Weeks are important. I don’t care which favourite a person has or the sausage-measuring contests people have with them. What you put into a major fashion week is what you get out of it.
But generally:
London is important for emerging talent,
Milan is great for quiet luxury, textiles, and manufacturing,
Paris has incredible branding potential behind it (everyone knows Paris Fashion Week),
And New York has commercial aspects that can show you how to make fashion a business.
While London continues to be my favourite fashion week for its boldness and scrappy authenticity, New York Fashion Week is its special kind of breed. The energy, the excitement, and the opportunities are palpable. As I walked the streets of New York City, I felt a sense of belonging and purpose. This was the obvious next step for my fashion career, and I was going to make every second count in the City of Insomnia.
Making the Most of New York Fashion Week FW24
I knew that attending New York Fashion Week was not just about showcasing Stef Mouchie and my styling skills. It was also about networking and connecting with the best in the industry. I am still a working public relations specialist, and I know how to get my heeled foot in the door.
Before I left for New York, I sent out emails to various fashion show venues. I told them who I was as a PR specialist and stylist. I explained the value I can bring to their events and the designers they work with. The audience attending fashion shows should be there to bring value to the designer and venue. My work as a stylist and PR specialist is focused on highlighting important designers and fostering collaboration. I do not attend fashion shows just for the clout of it. This is important if you want to attend fashion shows with authentic industry professionals. You need to learn how to state your value and highlight your experience.
I got invited to Art Hearts one night before Stef Mouchie’s show. My streetwear I styled from designer LaceL and my enthusiasm got me connected to Ernesto Tecco of 809media. He immediately took me under his wing as my first NYFW guardian and invited me to numerous shows he was attending. I was even added as his general agent for Canada with his media company!
With my press pass in hand, I attended too many fashion shows to count. My favourite venues for NYFW include Art Hearts, The Global Fashion Collective, and Runway7. They seemed to have great setups for designers and good publicity.
One of the highlights of my New York Fashion Week experience was seeing Crystal Waters perform at Art Hearts. Her performance was electrifying, and it felt like we were transported back to the 90s. It was a testament to the innovative and exciting nature of New York Fashion Week and what an effective PR company does to make its fashion event newsworthy.
Bringing versatile, sustainable, luxury to New York Fashion Week
I’m proud to say that our yes to New York Fashion Week paid off. Even with time not on our side, Stef Mouchie's show received a glowing response from the audience, influencers, stylists, and journalists. A small Canadian brand can do incredible things with the right styling, collaboration, and belief in oneself.
Stef Mouchie's collection at The Global Fashion Collective was a celebration of elegance and ethically produced fashion. The Toronto-based brand showcased versatile and timeless pieces with a feminine flair, bringing office wear to the runway in a way that was both elevated and approachable.
Our balance of fabrics like leather with silks and satins, created a collection that was both sophisticated and bold. The botanical motifs and elegant patterns added a touch of colour to the predominantly neutral palette, while the flowy fabrics of the dresses, long jackets, and tailored trousers added a sense of movement and grace to the pieces.
Stef mouchie receives praise from Washington Square news
In an interview with Washington Square News, Ethan Wingate described his collection as "a community of structures" that are meant to "talk to each other." This interconnectedness was evident in the way each piece complemented the others, creating a cohesive and versatile collection that could be easily mixed and matched to create countless stylish ensembles.
The reviewer noted the accessories were a highlight of the collection, with pieces like a black leather garrison cap and cat-eye sunglasses adding an extra layer of sophistication to the already fashionable office attire. These small details transformed the collection into proper runway looks, showcasing our attention to detail and ability to elevate everyday pieces into high-fashion statements.
the waves to follow New York Fashion Week
As I look back on my journey from London, Paris, and New York Fashion Week in one year, I am filled with deep gratitude and awe. All I wanted growing up was to work in fashion in global cities like these. My mind told me it would be impossible for a working-class kid from Calgary to make it. But my heart knew it was meant to be.
I left New York feeling a profound sense of peace towards my fashion journey. My ambitions to continue working internationally, connect with talented fashion professionals, and highlight Canadian talent on a global stage are never going to go away. I still have plans to conquer Milan Fashion Week soon, but I feel more confident about my future than ever before. It’s time to ride that wave. 🏄♂️
New York Fashion Week FW24 was more than just a show – it served as a resounding yes from the universe that this is what I am meant to do. When you receive the opportunity of a lifetime, please take it. And when you need to be properly dressed for that opportunity, let’s connect.
I am the poster boy for what fashion can do for someone’s life after all.
