In Short....
- Fashion Designer with over 10+ years experience
- Specialization in Lingerie, Knits & Denim
- Strong Artistic, Graphics and Photo Editing Skills
- Communications & Marketing expert with 8+ years experience
- Brand Management & Business Development experience
Experience
Thread Collective (2018 - Ongoing) Head Fashion Designer, women's ready to wear (brand: bebe)
Freelance (2011- 2020) Fashion Designer / Stylist
- Shein.com (2023)
- Mexx (2022)
- Allegra K (2020)
- Rent Frock Repeat (2016 - 2018)
- Modest Studio (2014-2016)
- Private Haute Couture (2013 -2016)
- Majella LeBlanc (2011- 2012)
Government of Canada 2006 -2013), Communications & Marketing
Technical Competencies
- Adobe Photoshop
- Adobe Illustrator
- Final Cut Pro
Education
- ESMOD Paris, Styliste et Modelisme, Paris France, 2013-2015
- Royal Roads University, MA-Communications spec. Fashion and Communications, Victoria Canada, 2009 - 2011
- Ottawa University, BA-Marketing & Communications, Ottawa Canada, 2002-2006
Head Designer - Brand bebe Mass Market Division
Making the bebe Brand Profitable
In 2018, Thread Collective purchased the licence to produce women's sportswear for the bebe brand. At the time, the brand was loosing money under the previous licensee, as many big box stores had stopped carrying the brand. With a brand management background and strong fashion design skills, Marie-Joelle LeBlanc was appointed Head Designer for the mass market division, to help back interest in bebe design and make the brand profitable. Since the purchase of the licence:
- Sales have grown exponentially each year
- bebe is bringing in multi-million dollars in income
- New buying accounts have been opened; and stores who had dropped the brand are now buying it again.
Design Direction
Collection Development in line with:
- bebe brand identity
- Mass Market interest and trends
- Maintaining a low production price, while making garments look expensive
Product development through strong partnership
- Travelled to China to work with factories to help them understand the silhouette and design vision.
- Learned factory process to design more effectively and efficiently.
- Streamlined Tech Packs and approvals process, to speed up production.
- Developed key partnerships and friendships with factories.
Commodity Highlights
From hand painting to Print
"The hardest thing in fashion is not to be known for a logo, but to be known for a silhouette." —Giambattista Valli
Lingerie Designer
Accessories Designer
STYLING PROJECT: Vera Wang
“To create one’s own world takes courage.” Georgia O’Keeffe
Testimonials
"I really love having MJ on my show, she understands trends and makes it relevant to the mass audience" -Lianne Laing, CTV Morning Show Host
"MJ is an outstanding an creator and stylist. What set's her apart is that she understands how everything relates to a budget" -Lisa Delorme, CEO RfR