Jordan Porter and Susie Sheffman join the Dealuxe team
While trends and seasons seem to run at breakneck speeds in the fashion industry, the major players in Canada have stayed relatively the same for the past five to 10 years. That is, until recently.
Many were surprised when Susie Sheffman, Fashion magazine’s fashion director of 11 years (who has contributed to the title since the mid-1980s) announced she would be leaving her post for the online world, striking a deal with the Canuck answer to Net-a-Porter, Dealuxe.ca. Following her most recent market editor, Jordan Porter, the two immensely talented ladies are set to parlay their magazine chops into the fast growing, fashion forward sphere of online retail. “With them on board, we are showing Canadians that we are an authority on fashion and lifestyle trends,” said Dealuxe’s founder Joanna Track of her two new hires. “They are both incredibly talented, style savvy women who also have a keen business sense.”
With the online fashion landscape evolving into the place to snag great deals and unique pieces (Dealuxe will be adding a total of over 100 labels by fall), Sheffman and Porter, both international fashion veterans, are poised to impress. “Shopping used to be something that I did with my friends on a Saturday — it was a relaxing thing. I don’t find shopping to be like that anymore,” says Sheffman. “[There’s] too much out there, too much crap that you’ve got to sift through. I think the benefit for online shopping, especially if you’re very busy, is that it’s a curated site. We’re going to show you basically what you need, what you want, here it is, go! We really make things easy for people and I think that’s what’s really appealing.”
Upping the style quotient is both ladies’ penchant for clothes and accessories, and how to pair it all together. “I tend to have a minimal wardrobe of slim basics — nothing too baggy — but I like to add in a punch of print or colour with my accessories,” Porter, 28, says of her fabulous, personal style. “I'm also a sucker for anything preppy or nautical.”
And when seeing them together, it’s clear Porter, who will be responsible for producing on-figure and off-figure shoots, as well as writing and editing copy for the new Dealuxe.ca online magazine, has taken some inspiration for her former boss. “I’m a little bit of a tomboy,” says Sheffman, 52, who will act as an editor/curator for the site. “I like to be comfortable. I cover a lot of ground in a day and I don’t like to think about how I’m going to step in that skirt or how I’m going to step in those stilettos. So, I’m pretty much a jeans and blazers kind of girl. Its not to say that I don’t love a great heel.”
So, what’s in store for this spring? According to these two fashion all-stars, colour, prints and more colour. “[This season I’m buying] an Equipment shirtdress that I can dress up or down, a pair of floral print J.Brand cropped jeans, a barely there thong sandal in as many colours as I can find and something in a pretty pastel,” says Porter. While Sheffman is all about a cobalt blue or emerald green, pointy toed suede pump, and mixing pastels and brights with neutrals, like her signature grey v-neck tee.
See more of their picks (on the next page) for some spring style inspiration.