EvelineCharles Diary of a Collection

Posted August 16, 2010 by Kathleen Nixon.

 Diary of a Collection

Two times a year, just like the runways, EvelineCharles updates cuts, colors and makeup trends. Behind the scenes, it takes months of conceptualizing, research and planning to get in store, but to the general public it's just an expected thing.
Here is some insight into our seasonal collections from beginning to end.

Fall 2010.

March 10, 2010 - Corporate office plans the timeline, shoot and release dates of the coming collection for August.

March 15, 2010. Memo's are sent asking each location to brainstorm what they see as a coming trend and draw inspiration from anything from runways to nature to create a storyboard of the coming season.

April 22, 2010 - The Creative leaders from each location meet at corporate with their storyboard and write up of what, where and why they chose the trends. We brainstorm ideas and looks that we think will fit the direction we want to take.

May 25, 2010 - Model Call! We host the model call at our Academy, pick looks for each selected model.

May 30, 2010 - Photoshoot. Head to West Edmonton Mall location for 8 am - everything gets done today, cuts, colors, make up and the shoot.  We coordinate the shoot around a pattern wall by the pedicure area. It's a long day but by 6 pm the shoot is done.

June 3, 2010 - The photographer sends us the images (we've been waiting!) We review all images in house and pick our favourites.

June 12, 2010 - Finalizing - we review everyone's favourite image choices, discuss which represents best what we see for Fall. We critically analyze the color, cuts, hair placement and makeup in each image before a final decision.

June 27, 2010 - Fall Symposium! We release our images to the staff, teach the Artistic Leaders the new trends so they can take it back to their locations to prepare for Fall 2010. 

July 12, 2010 - We pick the images for each location and select placement, format and order

August 2010 - We release the collection to you!