Can you tell us a secret about the Madame Wolf Brand?
I originally started MADAME WOLF 10 years ago, fresh out of Design School. This has truly been a decade in the making to bring the brand where it is today.
How did the brand’s name come to be?
As I mentioned earlier, I started MADAME WOLF 10 years ago, I have spent a decade learning about the Canadian Manufacturing industry and when COVID hit it gave me the opportunity to reconnect with the brand and put into practice what I have learned.
Could you share with us some ups and downs that you encountered while creating Madame Wolf in 2020?
Getting the brand out there was and still is challenging, markets and pop-up shops are not as reliable as they once were.
Do you have any piece of advice for budding entrepreneurs in the fashion industry?
Work in the fashion industry, learn about it from the inside out. Learn to do as many operations as possible.
“I have always felt a creative connection to how someone’s wardrobe was a lens into their personality.”
How would you, Jenna Etcheverry, describe your personal style?
Very much similar to how I style MADAME WOLF, I am a sucker for T-Shirts and jeans with a killer pair of boots. Love rocker chic look, basics with accessories.
How do you feel your background/journey has influenced the Madame Wolf brand?
My background and experience have 100% influenced Madame Wolf because I was able to walk through this experience while working for someone else first. It gave me the confidence to do this myself and for my own brand.
When did you know you wanted to become a designer?
When I was in middle school so cliché, I used to draw collections for my group of friends for each life occasion. I called it “ANTS” because, ants always worked so hard to build together. I have carried some of these philosophies into the collection and brand today. I have always felt a creative connection to how someone’s wardrobe was a lens into their personality. I still observe this to be the most honest form of self-expression.
Another big part of the brand is the people I work with, the graphic designers, pattern makers, sample sewers, photographers, the manufactures, it takes a village. I want to support all the people I have worked with. The way we work together now-a-days is way different. I want to support these people that have started working for themselves.
Where do you seek inspiration from?
I am inspired by old fashion icons, Bridget Bardott, Jane Birkin, Cher, and Kate Moss. I always adored that oversized effortless look. Old country films, rodeos, and magazines from 1970, 80’s and 90’s.
“I want to remind people that fashion and clothing is handmade and that a lot of care goes into the process that we are physically making these pieces by hand.”
Can you tell us a little about Madame Wolf’s values?
I value people, the fashion industry has always had a very ego driven mentality where its never really looked out for the well beings of its people. I believe in working hard but smart and thoughtfully taking time to plan and support others in their endeavors.
What is your favorite fashion film or show?
Factory Girl is up there! Hence the SEDGWICK JUMPSUIT. Pretty dark and sad story but also captures the time.
What is one thing that makes Madame Wolf’s pieces stand out?
I think that the pieces are very wearable, flattering on many different body shapes and made with a lot of love and care.
What importance does the word ‘Slow Fashion’ hold to Madame Wolf?
I hold the term slow fashion close to my heart, I want to remind people that fashion and clothing is handmade and that a lot of care goes into the process that we are physically making these pieces by hand.
If you could visit one place in the entire world, where would it be and why?
I would go back to Europe, France, and Italy. I love the culture, food, and their outlook on life.