story by Kelly Finerty | photo by Sarah Hartley Photography –
In a world of Shirley Temple, Mary Poppins and the pages of European Vogue lives the inspiration to create fantasy heirloom children’s fashions, so custom, so detailed, so fabric focused, you might call them a “rarity.” The practical West Coast spin on the fancy and frilly of Rarity Fashion based in North Saanich comes naturally to owner and creator, Beverly Card. As a third-generation custom clothing and haute couture designer, Beverly honed her love for creation and fashion in her mother’s bridal salon. There, she dreamed and sewed her designs alongside her grandmother and mentor mother, and today passes down her expertise to her already talented nine-year-old daughter, Verity.
A story of generations, Beverly’s mother, Alida Bennett, recently semi-retired from designing haute couture and bridal masterpieces, where she served thousands of happy customers over several decades in Alida’s Gowns, originally part of the Beaufort Building in Sidney. Creating individual patterns for each custom piece, and sourcing exceptional fabrics such as JB Silks, Elegance from Paris, Renarde Griere from France, and Jose Maria Ruiz from Spain, Alida ensured everyone left her salon feeling like Lady Diana – royal and elegant. She designed gowns for many influential women, notably Margaret Trudeau, who graced the pages of a magazine in an “Alida’s Gowns Original” during a Jubilee photoshoot.
“Making Dreams Come True” was Alida’s motto throughout her career, learning her craft from her own mother, Helena, who was a designer and seamstress in Amsterdam during World War II. Through it all, Alida’s mother, Beverly’s grandmother and Verity’s great-grandmother certainly passed her dreams and talents on to the highly-skilled women of her family in the fashion design industry.
A dream unto itself, Rarity Fashion has grown exponentially in five years with Beverly sourcing, designing and producing all custom heirloom garments for children from infant to 12 years old. Soon Rarity Fashion will expand further into parent-and-child matching designs, and with seasonal West Coast styles linking up annually within the brand, purchasing capsule wardrobes for the family will add comfort, practicality and whimsy to family gatherings. Transitions from indoor to outdoor year round are always graceful and easy in soft, breathable bamboo, cotton and linen fabrics sourced locally from Vancouver Island and Quebec for all Rarity staples.
Excitingly, Rarity has launched its fall/winter collection of children’s clothing online, making it easier than ever to layer artful, sustainable designs. Plus, kiddos can feel confident their clothes will stay beautiful, with exceptional wash and wear for their next adventure! What’s more, when your child outgrows their modern clothing, the resale value is exceptional, so investing in local staple pieces feels great for your wallet, your kids and the environment.
With the timeline from custom design to garment delivery at approximately four to five weeks, now is the perfect time to order those gorgeous winter holiday outfits for memorable events. New Twirling Dresses and Ultra Soft Pocket Dresses are ideal for parties or special occasions. Plus, new soft and rich bold separates make for excellent school outfits with custom detailed trim, buttons, and linings.
Beverly’s favourite part? Seeing the collections come to life in childhood photoshoots, and hearing from parents and kids how amazing the clothing made them feel. “I love choosing fabrics and textures with beautiful patterns and detail work,” says Beverly.
After lovely discussions with both Beverly and her mother Alida, it is clear to me they are not only brilliant and skilled designers: they are passionate inventors from a long line of true artists.
For more information on where to find Rarity, or to order online, visit www.rarity.ca or connect on Instagram: @rarityfashion_.
