5 Gum Goes Glam + Contest

November 27th, 2012 by Vicki Leave a reply »

Recently, with World MasterCard Fashion Week taking Toronto by storm with the spring collections of various Canadian designers, duo Stephen Wong and Kirk Pickersgill–the minds behind the label Greta Constantine–got together to create a collection inspired by 5 Gum. Gum? you’re likely wondering. Yep: 10 designs, all inspired by the gum’s sleek black packaging.

We had a chance to ask Stephen and Kirk a few questions about this unique collaboration.  Check out our Q&A after the jump:

Describe the Greta Constantine woman.

Stephen: The Greta Constantine woman is bold. She likes to stand out in the crowds. Fashion enhances her confidence.

Kirk: Our designs bring out that confidence. Stephen: They feel good in what we’ve designed. There’s nothing better than having what you wear make you feel like a million dollars, and we like to think that our clothes do that. Kirk: It’s this approach to design that informed and inspired the 5 Black Collection.

Tell us a bit about the creative process behind the 5 Black Collection.

Stephen: When we first met Vanessa Tong from 5 Gum we learned who the 5 Gum chewer is and what the 5 Gum world entailed. It’s futuristic, sleek, and enwrapping.

Kirk: In line with the packaging and colour of many of the flavours of 5 Gum, black was a key motif that sparked interest for us. Black is innately fashion and so the partnership began to take form. In the early design stages, we sourced a technical woven fabrication that appeared to change colour depending on the lighting. It captured the futurism and bold character that define the 5 Black Collection.

Stephen: Exactly, the underlying feel of the collection is bold, unique and individual.

Was it a challenge to incorporate the Greta Constantine personality into this collection?

Kirk: Partnerships traditionally entail binding limitations. Yet, what made this work so well was that the 5 Gum team didn’t set any parameters. It was very much a blank canvas to create – something refreshing as partnerships rarely afford such freedom.

Stephen: The 5 Black Collection did not feel all too different to when we design our own collections. I think this was mostly because the essence of the 5 Gum brand is very much in line with our own.

In honour of this cool partnership, we have a lil’s contest for you: we’re giving away a 5 Gum scarf designed by Greta Constantine, as well as a selection of 5 Gum, and other goodies. To answer, simply let us know: What is your must-have fashion staple? Leave your answer in the Comments section below, and we’ll randomly select a winner among all eligible entries.*

Good luck!

*Contest closes on Tuesday, December 4 at noon EST. Open to all Canadian residents, 13 years and older. One entry per person / email address.

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