FC Designer Spotlight: Fresh Baked Goods

Fresh Baked Goods
is the house line for Fresh Collective, and got it’s start in 1994.  Headed up by Creative Director Laura-Jean Bernhardson, a small and dedicated team create each garment in a studio in Toronto’s west end.  For Fall 2012, the theme is “The Jetsetter” and the line features dresses, skirts and tops that are made as much for comfort as for style.  The styles lean toward retro silhouettes, suggesting a time when travel was glamorous and treated as an event.  But the team has melded the look with incredibly comfortable soft and stretchy fabrics.  You won’t believe how good you’ll look feeling this comfortable.

Fresh Baked Goods is for the busy urban professional.  Our customers ride their bikes to work, juggle work and family and dash from a board meeting to the playground.  Our clothes make sure you do all that looking gorgeous and feeling great!

 Stretch Peasant Dress – The Peasant Dress is back for Fall in a stretch french terry fabric. Much like its original woven design, the dress is flattering on all body types! The Peasant Dress is great for every day wear, and the solid colour lets the wearer play with accessories for an evening look. Try it with a textured tight or over a blouse for a layered office look.

Jersey Ruffle Wrap Dress – Every woman needs a wrap dress! Layered over a contrast colour tank top or on its own, the dress can be tied to ensure a perfect fit on all body types. The 3/4 sleeve is a great transition into fall, and the fabric and rich palette will ensure year-round wear!

Q&A with Laura-Jean of Fresh Baked Goods:

How long have you been designing/where did you get your start?
My line started as a knitwear line in 1994, and it grew to the point that I was able to open my first little storefront in Kensington market. That store was called Fresh Baked Goods then and since has rebranded to be a Fresh Collective location. I used to knit sweaters in the back and sell them out of the front, and I was known as Laura-Jean the Knitting Queen.

Where did you find your inspiration for this collection?
We love a retro influence at Fresh Baked Goods, and specialize in a silhouette that accentuates womanly curves. As this collection was coming together, I thought of the title “The Jet Setter” and it just made sense. The rest fell into place easily.

If you could dress any celebrity who would it be?
I’ve always liked Drew Barrymore for her exuberance and cuteness. I love Salma Hayek because she is built like a serious babe. I like so many women who are smart and self-possessed as well as being gorgeous: Juliane Moore, Michelle Pfeiffer, Marisa Tomei, and Juliette Binoche are a few that come to mind quickly.

What is the most rewarding part about having your own line?
There was a moment a few months back when a customer stepped into the store with two friends in tow, beaming from ear to ear and wearing a Fresh Baked Goods dress. When we commented on how great she looked she said, “This is my self-esteem dress!” and that made me feel awesome. To dress women and have them feel beautiful and confident is the best reward, and if they happen to bring two friends in to shop, all the better!

Select Fresh Baked items available in all 3 Fresh Collective stores. Can’t wait? Snag these dresses now in our online store!


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