fashion magazine
A Decade of dace
by LISA WONG
Photography by André Paul Pinces - www.pincesphoto.com
Days slip into weeks, weeks slip into months, months slip into years. Before you know it you find yourself in designer Dace Moore's shoes, celebrating the tenth anniversary of an endeavour that seems like it only began yesterday. Yes, it has been ten years since Moore launched her eponymous collection dace and introduced the world to her take on womenswear. For some such a milestone would call for a glamorous party and champagne galore, but true to dace's quietly luxurious aesthetic, the label is celebrating in its own way by producing a special spring/summer collection for its devotees. "I think that for spring 2011, the journey [that dace] takes is more intrinsic. Since it's our ten year anniversary, I really wanted to make sure each piece was special," Moore explains. "So the story the collection tells is not really like it has been shown in the past; it's more an internal feeling of the romantic appeal that we like to portray."

This intrinsic journey and sense of romance translated into wearable mix-and-match pieces in a subdued palette of off-white, navy, blush pink and gray. Think soft blouses, navy cropped or cuffed trousers, tailored shorts, jumpsuits, tunics and sundresses. Silhouettes skim over the body in a loose relaxed way, defining the wearer's waist and shape without any constricting tightness. Cozy sweaters, sporty outerwear and polished blazers round out the collection. The clothes in this collection boast day-to-night versatility; a girl can go from a day of running errands to having a glass of wine on Main Street in one of dace's patterned blouses and a pair of their pleated navy trousers without missing a beat.

Aside from good design, collaboration has been key to dace's continued success in the past few years. There's dace's ongoing collaboration with local leather goods designer Ashley Watson, who produces skinny leather belts and crossbody mini satchels to complement all those trousers and shorts. Then there's the downloadable paper dolls wearing dace clothing, which were the brainchild of Moore and fashion illustrator Dallas Shaw. "We've worked with Dallas Shaw in the past. She made these amazing illustrations for us, so we were really excited to work with her again. We have a strong following from the blogging community, so the paper dolls were a way to give back to them."

Indeed, social media is another area for collaboration and interaction that dace has embraced. From the label's efforts to reach out to fashion bloggers to their Twitter account and Facebook fan page, the brand's social network gives Moore a window into what dace fans want. "We're fans of social media here. I think it gives our shoppers a medium to communicate with us. It's always nice to hear feedback, to listen about what people like and don't like. It opens our line of communication with our customers."

So what's in store for 2011? "I see dace opening new markets for the new year." As for what the next decade holds, that's anybody's guess. "I was shocked and thrilled about ten years. Who knows where we'll be at that time. We're just taking it one milestone at a time."

For more information about dace, visit their website (http://dace.ca), join their Facebook fan page (http://facebook.com/daceclothing) or follow them on Twitter (@daceclothing).