If you want to visit Australian brand Ever New’s downtown Vancouver store, you’d better hurry: the Pacific Centre location is closing near the end of June. But it’s not for negative reasons—it’s taking a four-month break for renovations that will bring the brand’s ultra-feminine aesthetic to its retail space. Already well established in Greater Vancouver (with stores in Metropolis at Metrotown and Guildford Town Centre), Ever New is rapidly increasing its presence across Canada, opening stores in Toronto and Calgary. It has concessions in Nordstrom and Bloomingdale’s in the U.S.
According to Jennifer Bovaird, Ever New’s lead marketing strategist for North America, this growth is powered by a combination of affordability, approachability, and quality. In town to introduce Ever New’s latest collection, Bovaird emphasized the brand’s focus on timeless pieces that only flick at trends, built around a capsule approach that a customer can refresh with one or two garments each season.
The look is unapologetically feminine—think lace accents, flippy hemlines, pretty prints, and lots of dresses. This season’s key colours are yellow and red, with floral and paisley patterns that will continue through fall and subtle cut-outs. The aim is easy-to-wear—and easily dressed up or down. It’s less edgy than Zara and girlier than Aritzia, with a carefree vibe that’s quintessentially Australian.
Ever New recently launched The Main Event, a collection of special-occasion dresses that come in complementary styles and multiple colourways (great for bridesmaids). It’s also looking at expanding its size range (currently 0 to 12 and a separate petites collection). For fall, there will be coats in black, grey, camel, and blush, plus knits that can be paired with a satin skirt to maintain that feminine feel. But if you really want the Ever New look, head for the frocks. The brand breaks them into 13 categories, including summer, party, midi, and prom, so whatever your event or desired style, you’ll always be well dressed.
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