Ava Gruft
/Show Day
Apr 24, Wednesday
/Social Media
For her debut collection FW 24, Ava Gruft is reconceptualizing what femininity means. Silks, wool, and leather have been embellished with industrial elements creating a subversive world and exposing the material's precious nature. Each design focuses on contemporary silhouettes, sculpting the body with flowing lines and exaggerated shapes. The modern woman brought forthby blending delicate materials with unconventional mediums, from spray painting lace onto silkcharmeuse, and applying garter belts to tailored suits. Ava’s first-hand experience working in a lingerie factory led her to see the potential in the discarded lace decals, digitizing them into repeating prints throughout her collection, revealing a unique and raw perspective to her brand.
Ava Gruft was born in Vancouver, British Columbia later moving to Bowen Island in her adolescence. From a young age she fell in love with all things creative, evolving into many art forms. This passion was fostered by her grandparents who immersed her in the art world from a young age. In 2021, Ava graduated from Blanche Macdonald Center receiving the award for excellence for being top of her class. Since graduating she has worked at her alma mater as a Teacher’s Assistant and in production, sharpening her skills in pattern drafting, bias cutting, and lace application.
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What inspired you to become a fashion designer?
I have always been drawn to creative work, and my grandparents encouraged my interest in art from a young age. My experience in fashion education and production helped me develop that creative passion into a career in design.
How would you describe your design style?
My style explores unconventional femininity through a mix of hyperfeminine details, lingerie-inspired elements, tailoring, and industrial influences. I enjoy combining contrasting materials and creating silhouettes that feel both powerful and feminine.
What can people expect from your collection?
You can expect a balance of femininity and rebellion, with tailored silhouettes, lingerie-inspired details, contrasting materials, and distinctive prints that challenge conventional ideas of femininity.
How did your experience working in a lingerie factory influence your design process?
Working in a lingerie factory gave me hands-on experience with pattern making, sewing silk, bias cutting, and garment production. It also introduced me to discarded lace decals, which I later transformed into repeating prints in my collection.
What does “girlhood” mean in your approach to fashion?
I see girlhood as something personal and limitless rather than something defined by a single aesthetic. My current work explores a stronger, industrial, dark, and mysterious side of femininity.