GENERATION NEXT
Former Buyer Natasha Geddes opens new Toronto showroom The Coveterie
Representing established brands like Greta Constantine and nurturing new labels in a Canadian fashion scene that’s burgeoning to say the least is not an easy task, but it’s one that former Holt Renfrew buyer Natasha Geddes is willing to tackle. The new mom, and fashion grad recently launched a NYC-style showroom, called The Coveterie, for media and buyers in Toronto and FRM sat down with the fashion lover to chat about her beginnings in the industry, her favourite labels, and, most importantly, what she would be doing if she didn’t end up in fashion.
FrontRowMag.com: How did you get your start in Fashion?
Natasha Geddes: When I was 16, I started working at Jacob and quickly made my way into management. From there I went on to other management positions at great retailers like Aritzia and Club Monaco. I studied Fashion Marketing and Merchandising at The Academy of Design in Toronto and shortly after graduation was hired to work in the Holt Renfrew buying office.
FRM: Tell us about The Coveterie.
NG: The Coveterie Showroom is a true contemporary showroom. The word contemporary means “of the present” and “current,” so it is my job to bring in lines that are not only “of the now,” but that will be in six months when it hits the stores. I represent Canadian lines like Rachel F. and Greta Constantine, as well as international lines such as Nanushka from Budapest and Delicious Freaks from Paris. Designers that The Coveterie represents are always true to their DNA, while keeping it fresh season after season. The showroom looks like a small boutique and that’s how I select the product, like a buyer. Everything has a reason to be and when you walk in you want to shop, that’s the idea. It’s a cozy space that is easy to hang out in.
FRM: Why do you think there is such an attraction to the word Covet at the moment?
NG: In fashion, we always want something. Then we get it, then we want something else. It’s also about needing something you can’t or perhaps shouldn’t buy. To covet is to desire—in fashion we get easily obsessed and that’s how I feel about the collections I have at The Coveterie.
FRM: Personally, what are some of your favourite labels?
NG: Go-to event dresses—Greta Constantine. Go-to daywear—Nanushka. Go-to anytime—Ka’Kia. Go-to loungewear—A Fine Line.
FRM: What or who is inspiring you right now?
NG: Canadians who are out there and making it by doing what they love.
FRM: If you do one thing other than what you’re currently doing, what would that be?
NG: I’d be a DJ (or a freelance mascot!).
