Looking at Montreal designer Marie-Eve Emond’s line, Betina Lou, you’d never guess she spent her formative years working with sequins and prom dresses. Simple, sophisticated and easy-to-wear, her work marries classic styles with whimsical detailing—a shift dress with plaid Peter Pan collar, a polka dot camisole with button detailing.
Originally from Chicoutimi in northern Quebec, Emond started Betina Lou (“It’s more memorable than Marie-Eve”) in 2009, having worked in the industry since her early teens; and her experience shows. Taking cues from Audrey Hepburn’s foolish and elegant style (like the iconic actress, Emond has a diminutive frame and striking eyebrows), the country’s contrary climate and missing links in her own wardrobe, Emond has grown Betina Lou into a locally made reliably stylish label.
WORN visited the designer at her warehouse studio in Montreal’s Mile End to talk fashion business know-how and showing at Montreal Fashion Week.
How did you get interested in fashion?
I started at a very young age. My grandmother made clothing for the family and she gave me fabric to play with; that’s really when my interest started. Then I studied fashion design. But, actually, before that I was sewing costumes for a dance show in my hometown. For four summers my job was assisting, sewing on feathers and sequins for Moulin Rouge-type of costumes. That really confirmed that I wanted to do this.
Wow! That’s quite the production.
It was a cabaret show, dinner theatre. There were four or five shows a week for the whole summer. At the beginning I thought maybe I could be a costume designer but I realized that I’m not into flashy things or bright colours—what I do is really wearable and simple, everything is there but not too much, it’s in the details—I don’t think I would’ve been able to create such extravagant clothing! Then I got my BA in fashion design at UQAM and worked at different places. I was an assistant designer at a place where we made prom dresses, which wasn’t really my style either! [laughs]. Then I worked at Mackage for six years; I learned a lot, everything from marketing to international trade.
Did you always know you wanted to have your own line?
Yes! [laughs] Okay, maybe not that clear, but I always wanted to be my own boss and have my own company. When you start it never stops and you don’t have time to say, “Where do I find a supplier?” “Where do I find buttons?” I wanted the experience first.
Were you nervous about starting your own business?
Not nervous—excited. It was natural, because I had planned it for a long time. At the launch, maybe then I was a little nervous. And the first time you put pictures on Facebook and you say, ‘Okay, that’s it! That’s what I was doing for six months!’”
You just showed your first collection at Montreal Fashion Week. What was that like?
It was a lot of work! We don’t have extra time—it’s always busy—so adding that on top was a lot of work. It wasn’t my first time because I’d worked on fashion week for different companies, fortunately. There are a lot of things to know, like how to run a casting, how to plan the stylist, public relations, who’s going to be sitting where, the music—lots of little details. There are many things I prefer doing than a fashion show—I like to be in the studio, making clothes—but it went well.
A few local designers show every season, would you do it again?
It’s never really been something that I wanted to do. This time I was selected by a committee to show, so that was flattering. I thought that now people would know the line; it was a good time to do it. But it’s not spectacular. It’s not really worth having people come and making such a big show of such simple, wearable clothing. I think there are other designers who do things that are more appropriate.
How was the feedback? Did you read the reviews?
There were a lot of reviews. I wasn’t nervous about them because, especially in Montreal, if they don’t like it they just don’t mention you. And if they talk about you, it’s positive.
As a designer, would you be happy if there were more criticism? If you put something out there and got a harsh critique would it make you think, ‘Okay, this is something I can work on’?
It would be hard because we work so hard and we’re not used to it because there is never any criticism or negative reviews. Sometimes there are negative reviews on fashion week as a whole, or on the selection of designers who showed but I don’t know if it’s a problem. But in music and film you have negative reviews all the time. We don’t get 5 stars or 3 stars—it’s always ‘Wow!’ People find what they like.
Have you seen the Montreal industry change over the years?
There are more designers and, I feel, a lot of collaborations between designers. It goes by ‘cohorts.’ If you launch at the same time you support each other. The younger designers I know because I’m interested and I follow them. I go to Fashion Pop every year and I try to see what’s new and what’s going on. Sometimes, a few years after [young designers] launch, you don’t see them anymore because they were too eager to start, but they’re going to go into the industry and come back later.
Is there anyone working in Montreal who you think is doing something different?
I like Atelier B., they’re really dynamic with the store and the mailing list and the events they do. They always seem to be able to do so many things at the same time and do them well. I like some brands who aren’t really considered “designers” like Naked and Famous, who are really selling well, and have a great product. We don’t talk about them too often here in Montreal but they are so well known everywhere.
photography // Allison Staton