S/S 2010 Frame – Jalani Morgan

For his first show in Toronto, Steve Frame had models strut down the runway in his S/S 2010 line – inspired by Heaven and Hell — on Oct 2 as a part of LG Fashion week.

Hermann & Audrey: How has the transition from overseas to Toronto fashion been?

Steve Frame: It has been difficult but rewarding. Dubai is a tough market because the support for local artists and designers is almost non-exsistent. Toronto has an amazing artistic community with progressive artists – it’s increasingly getting recognised for this and overcoming the shadow of the states.

HA: What was it like having Fashion Television document this milestone?

SF: At first it was a bit awkward to have cameras in your face, but we eventually forgot about them, especially when the show was about to start. The people at FT were natural and comforting.

HA: Did you have any pre-show jitters?

SF: We were a little nervous to begin with – uncertainty was the main feeling. [But] after receiving such a positive response, the feeling subsided and we are now really looking forward to the next season’s collection.

HA: Now that your first Toronto show is over, what are you concentrating on?

SF: We’re focusing on building a marketable company as well as entering the international sector. But, of course, we realise this will all take time and we’re up for the challenge.

In his signature editorial style Jalani documented the behind-the-scenes escapades of the show.
“Instead of coming up with an idea, Steve was the idea, and I wanted to document that for him – making sure the garments and models were ready, hair and makeup done right, and any last minute alterations. The situation around him was hectic, but Steve emanated this calming energy. He was more concerned with his crew than he was about himself.”
For more information about Frame and his collection check out: http://www.stephenframe.com/