Madame Wolf || Alberta Fashion Week 10/11

Words by: Jeanine Brito
Photography © Faby Martin 2010

Alberta Fashion Week ended with a bang as three consecutive jaw-dropping collections took the runway. Closing the show was Madame Wolf, by Jenna Etcheverry, marking its third season at AFW.

This season Madame Wolf was inspired by music –The Eagles, metal, and rock all made their way onto the playlist – and designed for the Downtown Girl. She’s always on the go, effortlessly trendy and never without a can of Red Bull. The kind of girl you’d see walking down 17^th Avenue, hanging out in Kensington or shopping down Stephen Ave.

The collection had a sense of athletic grunge, similar to T by Alexander Wang. It featured an array of loose fitting tees in floral, tie-dye and solids, micromesh cycling shorts and a unifying colour palette of pink, chambray blue, black and white.

In fact, the use of micromesh was a constant. Trousers, shorts, tees and dresses of mesh or with mesh details dominated the show, culminating in the dress of the evening – a long sleeved, body conscious dress entirely of micromesh, with black squares scattered across the front and bottom half of the back.

Madame Wolf’s collection also incorporated a more casual pink tie-dye, used on tees, tanks, and rompers. These were paired with skirts in soft floral or blue chambray, as well as the daring tap pants done in black jersey.

The name of the label itself, Madame Wolf, is a contradiction of ideas – something that is beautifully integrated into her designs. The concept of ladylike and rugged coming together and creating a middle ground that speaks to both the feminine and wilder sides of a young woman.

Alberta Fashion Week may very well be saying goodbye to Madame Wolf for a season or two, as Etcheverry is looking to expand the business side of the label, hopefully being picked up by Calgary boutiques. Until then, you can purchase clothing by sending an email to jenna.etcheverry@gmail.com.

Jenna Etcheverry wants to “encourage you to be confident in what you wear,” and this certainly is achievable in pieces from the S/S 2011 collection. Both “sexy and soft,” with “a hint of glam rock,” who wouldn’t want to be a part of the Wolf Pack?