The best designers you’ve never heard of.

Heroine Chic
For Toronto designer Andrea Hughes, fashion is theater, clothing is costume, and all the world’s a stage.

Were you interested in fashion as a child?
Yes. As far back as I can remember, I was fascinated with sewing and design. When I was in grade school, I would try to make my own garments—no patterns, no pins, just straight-up cutting and sewing. I’ve always insisted on doing things my own way.

When did you officially decide to become a designer?
It wasn’t so much a decision as it was a natural evolution. I was working for a few different designers and boutiques, but I knew I needed to be doing more, so I started making one-of-a-kind clothing and selling it on eBay. When that began to take off, I realized that it was time to move on. I briefly went to school for fashion management, and although that wasn’t exactly what I wanted to be doing either, I did learn a lot of things that have helped me to run my business. Starting my own label was tough, but I was determined to make it work. The hardest part was staying focused. When you’re working for yourself, you have to have a lot of self-discipline. I found myself getting easily distracted at first, so I had to start scheduling my time and coming up with deadlines for everything.

What are your price points, and where are your designs available?
My designs are currently sold at several boutiques in Toronto, including Fresh Collective, BogaModa, Itsmade, and Posepod, and I’ll be expanding to include a few more in the near future. If you don’t live in Toronto, you can find my designs online at Hysteric-Faerie.com. My prices range from around $50 for a top to $200 for a dress.

Do you have a signature garment?
I don’t know if I would call it a signature garment, but one of my first designs was my Cyanna top. It’s very edgy and futuristic, but still bright and fun, and I love that you can wear it with jeans or a crinoline. It just works.

Your designs are all colorful and exuberant, with a sexy, zany edge. How did you develop this sense of style?
That’s kind of like asking the sky why it’s blue! I’ve always thought that fashion should be fun and exciting, and the fact that people wear tracksuits on a daily basis really irritates me. There’s so much opportunity to explore the different sides of your personality through what you wear. That’s what my style is about—finding the individual inside and bringing her out to play.

The photos on your website show the work in various vignettes. Is fashion design narrative for you? Do you think of the wearers as characters in a story?
When it comes down to it, I don’t think it would be possible for me to design without some kind of a story in mind. Each garment has its own purpose, so the line becomes a sort of theatrical experience. I’ve always thought of life as a great big story—and I dress accordingly.

Do you have any style icons or favorite designers?
Some of my favorite designers are Alexander McQueen, Jean-Paul Gaultier, John Galliano, Betsey Johnson, Patricia Field, Heatherette, and Jared Gold. I don’t have any style icons because I think that can be limiting. I prefer to look at the world around me and take the bits and pieces that appeal to me.

What inspired the name Hysteric Faerie?
I wanted the name of my label to put a vision into people’s minds before they even had a chance to see the clothing. I’ve always been a bit of a spaz, so hysteric fit very well. The name also needed to have some kind of fantasy element, and I’ve always been obsessed with faeries, so the two words just fit.

How would you describe your typical customer?
My customers are anything but typical. They’re feminine, strong, creative, and daring, but there’s something else, too—a sort of childlike innocence. They’re often people who want to believe in fairy tales. That doesn’t necessarily mean they’re kooky or rebellious, just open-minded.

What do you envision for the future, both for Hysteric Faerie and for you personally?
I’d like to relocate to somewhere with a more active fashion scene, like London or New York. Toronto is fine for now, but in order to expand into prêt-a-porter, I need to be able to tap into a larger market. Personally, I’d like to see myself designing either couture or costumes. They’re the only two avenues in fashion design that allow for complete creative freedom.

The Disco Diva Top ($45) features princess seams and sparkly stretch panels; the stretch jersey Bustle Babe Skirt ($65) is embellished with a tulle back bustle.

The second-skin Wiggle Dress ($115) is inspired by the era of jukeboxes and greasers.

The Tootsie Dress ($115) comes with a bateau neckline and mesh ruffle at the hem.

Photo credits: Shai Wallach

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