The beauty in fashion design is the fact that designers can come from very different backgrounds. Although studying the techniques to design is essential, creativity does not depend on a specific path one needs to follow. It comes from different places and personal trajectories. Cameron Ray Lizotte from Sudbury – a town in the northern part of Ontario – is the perfect example of such a statement. Formally trained as a hockey player, he switched to fashion design and created his label Atelier COIN based on a school assignment.
Cameron’s label is made from an honest and reliable sentiment. His handmade pieces are meant to last through the time and seasons. His unique vision of fashion design led him to present his collection at the Paris Fashion Week in March as part of the Flying Solo NYC collective. In April he also showcased Atelier COIN’s designs at the Vancouver Fashion Week and won the Nancy Mak Award. “The Nancy Mak Scholarship recognizes up-and-coming British Columbia based designers that have a strong creative vision, a solid business plan, and a desire to expand either their design knowledge or brand’s reach.”
The Award was created in 2014 by the founder of Vancouver Fashion Week, Jamal Abdourahman, in honour of his late friend Nancy Mak. The latter was truly devoted to the emerging designers from British Columbia. Mak always believed in the potential of the local fashion creatives and had always worked towards promoting these talents to give them more visibility on the international scene. Her major contribution to VFW was to attract important actors of the industry to shows. The current state of VFW would not have been the same without Mak’s participation. As a visionary and perfectionist, she was not afraid to point out what needed work and improvements and genuinely believed in the potential of young designers coming from Vancouver.
Proudly the latest recipient of this Award, Cameron shared with us his visions and hopes for the future of his label.
We are happy to have you on Flanelle Magazine Cameron. Could you introduce yourself and your label Atelier COIN?
My name is Cameron Ray Lizotte, I am the designer of atelier COĪN. All designed, cut and sewn by me. Creating 1 of 1 only.
You did not start with fashion. Indeed you formerly were an OHL defenceman for four years (from 2013 to 2017). What made you switch to fashion design?
During my time in the Ontario Hockey league (2016) I began diving into all types of art mediums in high school classes. We we’re encouraged to find a possible plan B if hockey didn’t work out for us. I envied the freedom artist had coming from a hockey background with being able to express them selfs freely. From those high school courses I found sewing and I knew right then that this was my outlet to enter the art world.
All your pieces are handmade to insure longevity. How would you define your approach and visions when it comes to your label?
My vision with my label has always been to focus on the craft and not bend for the industry. My approach is like a painter, everything happens organically. Piece by piece being in the moment with the creation. This is art, not a product.
You started Atelier COIN through a school assignment that you took very seriously. Can you drive us through the first steps of creating your label? What are the learnings from that time that stay with you even today?
Its funny to look back on, one of the assignments was to create a mood board of your own brand.. which included the name of your brand. Typically most school assignments didn’t keep me up at night but this one did. I remember taking it so seriously and looking inward, like this is day 1 of the journey. First step in creating your own label is finding the name. One that really represents you to the core. I told myself a long time ago that never left and is the findings of my name, “Coin is my roots like the nickel beneath me.” Born and raised in the nickel capital of the world, Sudbury ON.
In March, you were part of Paris Fashion Week under the Flying Solo initiative. How did you experience being part of the catwalk at Palais Bourbon?
I’m very thankful to have had Flying Solo to help me represent my art across the world for the first time. Paris is.. well Paris. The fashion capital of the world. It was all a dream come true performing in such a historic and beautiful building. Definitely left Paris feeling inspired to what’s possible. I hope to be back very soon and take it to the next level.
More recently in April, you also showed your collection at Vancouver Fashion Week and won the Nancy Mak Award. What does this achievement mean to you?
That was an absolute honour receiving the Nancy Mak Award. I really want to thank Jamal, the founder and selector of the award. He recognizes my potential and I’m grateful for the opportunities he’s given me so far. I really want to be a pioneer for next generation so this award means a lot. It’s been years of working with my head down and just growing my craft. Felt good seeing hard work pay off.
On your website, to introduce your label you wrote “This is a solo venture exploring the art of sewing, and to never trade in honesty for relatability.” Could you go further on that statement
People always told me I’d have to take the production route to ever survive in this business. I like to believe most of them just don’t know or care to learn how to sew. For me, I enjoy the craft. Simply creating art with my hands from scratch. With that mind set, I look at clothing as a piece of art and not a product. Individuality is special. I’ll never trade in my craft for the industry. It’s not about the money, it’s about doing things right.
The fashion industry is very competitive and often driven by the hype effect. What do you hope to see more in the field for the future?
I definitely would like to see the field of fashion slow down a bit. We consume way to much then we need to. Hope people in the future go for sustainable bespoke wear over the quick fast fashion brand.
Also when it comes to sustainability, the industry needs to improve. According to you, what is the first problem we need to tackle to reduce the impact fashion has on the environment?
There’s many ways as an industry we can improve. One that stands out is the type of fabrics we make. For example, Everyone loves a good pair of stretch denim jeans. But it’s harmful on the environment to produce. Mixing chemicals with natural fibres to leave a wasteful of water. We need to be mindful of the type of fibres we wear on are body and where it comes from.
Text by Koura-Rosy Kane
Photos by ARUN NEVADER
