Ay Lelum
/Show Day
April 08
/Social Media
Ay Lelum is a second-generation Coast Salish Design House from Nanaimo, B.C., Canada. They are Sisters who design and produce clothing and fabric patterns featuring Traditional Coast Salish Art by their Father William Good and Brother W. Joel Good of the Snuneymuxw First Nation Hereditary Chief Family. Their garment design is mentored by their Mother, Sandra Moorhouse-Good, who had the very first Coast Salish clothing line called Ay Ay Mut in the 1990s.
At Ay Lelum, they create garments that embrace diversity, share traditional Coast Salish Art and culture for all people to wear. Their non- ceremonial clothing is designed with family artwork that is all-inclusive for everyone. The brand is also dedicated to reducing its environmental footprint by creating couture pieces at home, as well as local BC manufacturers.
PREVIOUS COLLECTIONS
What inspired you to become fashion designers?
Our parents created the first Coast Salish clothing line in the early 1990s, and we worked alongside them for many years. Their retrospective exhibition in 2015 sparked our interest in garment design, while our mother’s mentorship helped prepare us to create our own collections.
How would you describe your design style?
Our brand creates shareable, wearable Coast Salish art for all people to wear and enjoy. We focus on inclusive clothing featuring non-ceremonial family artwork, while incorporating eco-friendly fabrics and producing our garments in British Columbia.
What can people expect from your collections?
Ay Lelum creates limited-edition ready-to-wear collections and custom Coast Salish Couture featuring traditional family artwork. The collections combine contemporary garment design with Coast Salish art, culture, family collaboration, and Indigenous storytelling.
How does your family’s artistic legacy shape Ay Lelum?
Our parents’ work had the greatest impact on our decision to create our own line. We continue that legacy through multi-generational collaboration, incorporating family artwork and traditional knowledge while following cultural protocols in our designs.
Why is music an important part of your runway storytelling?
We record our own music to embody the imagery presented through our garment designs. Together with family collaboration and fashion, the music helps us share our modern form of Indigenous storytelling on the runway.