Vancouver Fashion Week SS26 Interview w/ Designers Aunalee Boyd-Good and Sophia Seward-Good of Ay Lelum (Canada)
Please share a bit about your journey (s) to choose a career in fashion? Where did you both choose to study or how did you gain your skills?
We were raised in an art studio in Nanaimo, B.C., by artist parents and learned numerous artforms growing up. As young girls we were introduced to fashion when we modeled in shows at the local mall (known at the time as Harbour Park Mall) and had our hair and make-up done at the Simpson Sears cosmetic counter. As we grew older, our parents expanded into having retail and wholesale galleries and we were involved in all aspects of the family business, such as coordinating and participating in fashion shows, sales, marketing, manufacturing, and design process.
We were inspired by our parents to launch our own label because they were trail-blazing entrepreneurs and artists throughout our lives. Our Father, Dr. William Good, is a Master Coast Salish Artist and our Mother is a trained painter since the age of five years old. We are also inspired by our brother, Joel Good, whose balanced artistic design skills look amazing on the body—he is the perfect combination of our both of our parents’ artistic skill. Carrying on legacy, practicing traditions, following cultural protocols, learning and sharing continues to inspire us to create our clothing line everyday.
We chose our name by sitting down with the family and brain storming names for our brand, which even included a few comical ideas by the little children! We knew that we needed to have a name that represented the multi-generational involvement of our family and our family artwork. We also wanted to use our language, as our parents had done before us, so we choose a name in the hul’q’umi’num language from Snuneymuxw. We decided on Ay Lelum, which translates to “Good House”. This name represents our family art, our fashion and design house, and also a play on Good and Moorhouse. It was perfect!
How would you describe your brand? What is the aesthetic? Who is the customer you design for?
Our brand is shareable, wearable art for all people to wear and enjoy. We design for everybody, from XS-5XL in our ready-wear and have no size limitation in our custom couture. Our garments are inclusive, made with non-ceremonial family art and our brand is culturally appropriate -- made by an authentic Indigenous family from Snuneymuxw First Nation. We also choose eco-friendly fabrics and manufacture in Vancouver and Nanaimo, B.C.
Can you share a little about the artists who you work with in creating your collections?
We work collaboratively with our family in creating our collections, but we also include the younger generation as up-and-coming artists whenever we can.
Readers would love to hear a little about the collection you will be showing on the runway at Vancouver Fashion Week SS26.
BRIGHT STARS - This collection's design began with two separate Supernatural Eagle designs by father and son that eventually merged into one, as our beloved feature artists and family joined on their heavenly journeys. The collection celebrates the brilliance and connectedness of the late Dr. William Good and the late W. Joel Good as they ascend into the heavens to become bright stars that guide our way. They created master works together that adorn the City of Nanaimo and around the world, and this is celebrated in the collection.
Anything else you'd like to share?
We were raised in an art studio in Nanaimo, B.C., by artist parents and learned numerous artforms growing up. As young girls we were introduced to fashion when we modeled in shows at the local mall (known at the time as Harbour Park Mall) and had our hair and make-up done at the Simpson Sears cosmetic counter. As we grew older, our parents expanded into having retail and wholesale galleries and we were involved in all aspects of the family business, such as coordinating and participating in fashion shows, sales, marketing, manufacturing, and design process.
Our parents created the first-ever Coast Salish clothing line in the early 1990’s called Ay Ay Mut, and we worked alongside them for many years, which had the greatest impact on our decision to create our own line. After our parents retired, we had a retrospective show at the Nanaimo Museum in 2015 showcasing their 35 year collaboration. This reflection sparked our interest in garment design and we decided to do it ourselves! Although we had a great depth of knowledge in the industry, it was the training and mentorship by our mother, Sandra Moorhouse-Good, that prepared us and assisted us in creating the collections that we do to this day.
What inspired you to launch your own label? What has been your highest moment since launching your line? Why did you choose the name Ay Lelum for your brand?
The highest moment for us is to see our collection showcases walk the runway. After months of development and design, family collaboration, as well as recording our own music that embodies the imagery that we show through garment design, we share our modern form of Indigenous Storytelling through fashion.
The highest moment for us is to see our collection showcases walk the runway. After months of development and design, family collaboration, as well as recording our own music that embodies the imagery that we show through garment design, we share our modern form of Indigenous Storytelling through fashion.
We chose our name by sitting down with the family and brain storming names for our brand, which even included a few comical ideas by the little children! We knew that we needed to have a name that represented the multi-generational involvement of our family and our family artwork. We also wanted to use our language, as our parents had done before us, so we choose a name in the hul’q’umi’num language from Snuneymuxw. We decided on Ay Lelum, which translates to “Good House”. This name represents our family art, our fashion and design house, and also a play on Good and Moorhouse. It was perfect!
How would you describe your brand? What is the aesthetic? Who is the customer you design for?
Can you share a little about the artists who you work with in creating your collections?
We work collaboratively with our family in creating our collections, but we also include the younger generation as up-and-coming artists whenever we can.
Readers would love to hear a little about the collection you will be showing on the runway at Vancouver Fashion Week SS26.
BRIGHT STARS - This collection's design began with two separate Supernatural Eagle designs by father and son that eventually merged into one, as our beloved feature artists and family joined on their heavenly journeys. The collection celebrates the brilliance and connectedness of the late Dr. William Good and the late W. Joel Good as they ascend into the heavens to become bright stars that guide our way. They created master works together that adorn the City of Nanaimo and around the world, and this is celebrated in the collection.
Their collaborative designs also celebrate multiple generations working together in the family, with Mother Sandra Moorhouse-Good working with Aunalee Boyd-Good to designthe collection that features William and Joel’s artwork as well as Sandra’s. Two of the family youth Trystan and Ray are walking the Paris Fashion Week alongside other Indigenous models, including Brookelyn Chalmers from the Ay Lelum team and Skylar Evans.
Accessories are Star designs by the late Dr. William Good and are made in-house alongside the couture garments on the Snuneymuxw First Nation. Available for purchase on our website.
Original music is written and recorded by Sophia Good and Aunalee Boyd-Good in English and hul’q’umi’num language, produced by Rob the Viking. Songs are being released on major streaming platforms on the Ay Lelum Spotify, Apple Music and iTunes profiles.
Our show aesthetic is simple, we utilize clean lines and flowing fabrics that feature bold family artwork that tells our story. The garments are the canvas and the models become the easel to showcase our family designs.
Our show aesthetic is simple, we utilize clean lines and flowing fabrics that feature bold family artwork that tells our story. The garments are the canvas and the models become the easel to showcase our family designs.
Where can readers purchase your garments?
Our ready-wear garments are available on our website: www.aylelum.com and at a variety of local Gift Shops and Galleries that are listed on our website, including BC Ferries. We now have a newly built Ay Lelum facility on Snuneymuxw First Nation with a retail gallery open with select hours. Our Coast Salish Couture is available by custom order by appointment.
Our ready-wear garments are available on our website: www.aylelum.com and at a variety of local Gift Shops and Galleries that are listed on our website, including BC Ferries. We now have a newly built Ay Lelum facility on Snuneymuxw First Nation with a retail gallery open with select hours. Our Coast Salish Couture is available by custom order by appointment.
Anything else you'd like to share?
We also host and open events, do workshops and put on Fashion Shows. We record our own music that has been featured in numerous video and film projects. Custom collaborative art works are also available for corporate projects, which include design work and original art.
Links -
Website - www.aylelum.com
Instagram - @aylelum
Facebook - www.facebook.com/AyLelum/
Youtube - www.youtube.com/channel/UCzlUpLxJs1nT4bO95F9NSeA
Twitter - www.twitter.com/aylelum
TikTok - @aylelum
Links -
Website - www.aylelum.com
Instagram - @aylelum
Facebook - www.facebook.com/AyLelum/
Youtube - www.youtube.com/channel/UCzlUpLxJs1nT4bO95F9NSeA
Twitter - www.twitter.com/aylelum
TikTok - @aylelum
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