Penhold designer Beth Anne Pedersen’s fantasy gowns were featured at a New York fashion show.

Penhold designer Beth Anne Pedersen’s fantasy gowns were featured at a New York fashion show.

Penhold designer featured in New York

Penhold designer Beth Anne Pedersen’s fantasy gowns were spotlighted on a New York catwalk and in magazines all because she called the wrong number.

Penhold designer Beth Anne Pedersen’s fantasy gowns were spotlighted on a New York catwalk and in magazines all because she called the wrong number.

“It was very surprising to have such a huge opportunity fall into my lap,” said the founder of Fantasy Elite Designs, who got her big break by mistake.

Pedersen called what she thought was a Red Deer modelling agency to try to arrange a local fashion shoot. But she actually ended up talking to the owner of Deja Vu Models in New York City, since the Red Deer franchise was no longer in business.

In a case of serendipity, the CEO of New York’s Deja Vu Models, Deborah Cardona, was looking for a new designer to feature in a pop-up fashion show on April 11.

After seeing Pedersen’s dramatic, fantasy-inspired line of couture and ready-to-wear gowns online, Cardona was hugely impressed. She told the local designer she liked their “sexy flowy, whimsical feel.”

Cardona first asked Pedersen, who trained in costume and fashion design at both Red Deer College and Olds College, to send a few items to be spotlighted in a fashion shoot for some New York magazines.

She then asked if she could come up with enough pieces to be featured at the New York City fashion show.

Pedersen was so shocked and thrilled that she accepted Cardona’s offer — after verifying her credentials online — without thinking about how much work would be involved.

It turned out to be a lot of work, recalled the 28-year-old. “I honestly don’t know how I did it,” said Pedersen, who did all the sewing herself in her Penhold basement, with relatives helping her husband with their two pre-school sons.

Some 40 of her made-in-Central-Alberta dresses, gowns, masks, headpieces and fairy wing accessories were eventually sent to New York.

And many of these eye-catching silk and chiffon gowns appeared in fashion photo spreads in the arty publications PopImpressKA Journal and Entrigue Magazine, as well as the Fashion Plus blog.

Pedersen described her Spread Your Wings pop-up fashion show, held on April 11 at the Poet’s Den Gallery (and opened by a collection from East Harlem designer Erica Jackson) as being a spectacle, similar to a Victoria’s Secret runway show. It can be viewed at www.vimeo.com/125108262.

“It really helped with getting my name out there and with branding,” said the local designer, who is keen to return to New York to show her collections again during Fashion Week in September. Cardona has invited her to be part of an eight-designer runway show at the Empire Hotel.

It’s an exciting opportunity that she believes could take her to the brink of international success — but also a costly endeavour. Pedersen estimates the fabric and shipping costs for the show could push $12,000.

She has started a crowd funding campaign to help her get there. Anyone interested in contributing, or finding out more, can go to www.gofundme,com/tx2y8s.

Pedersen, who grew up in Lacombe and Red Deer, admitted she never thought she would be at this point so early in her career. “Goodness no. I thought maybe in 10 years I would make that kind of connection.”

With other fashion shows planned in Calgary and Edmonton (the Fashion Against Cancer show on June 12), she’s thrilled that people near and far “believe in my work,” and are helping her achieve an international fashion career.

lmichelin@bprda.wpengine.com

Just Posted

(Contributed)
FOUND: Red Deer youth missing

Red Deer RCMP thank the public for their assistance

President Joe Biden delivers remarks about COVID vaccinations in the South Court Auditorium at the White House, Wednesday, May 12, 2021, in Washington. (AP Photo/Evan Vucci)
Biden team moves swiftly to tackle pipeline political peril

Executive order issued to improve cybersecurity

Street racers gather the evening of Sunday, Aug. 12, 2018, in the parking lot of the Goodwill on Northeast Marine Drive and 122nd Avenue in Portland, Ore. Across America, police are confronting illegal drag racing whose popularity has surged since the coronavirus pandemic and lockdowns began. Drivers have blocked off roads to race and to etch donut patterns on pavement with the tires of their souped-up cars. From Portland, Oregon; to Albuquerque, New Mexico; from Nashville, Tennessee; to New York City, officials are reporting a dangerous, and sometimes deadly, uptick in street racing. (Anna Spoerre /The Oregonian via AP)
US cities see surge in deadly street racing amid pandemic

Shutdowns associated with the pandemic cleared normally clogged highways

NDP leader Jagmeet Singh listens to a question as he speaks with reporters on Parliament Hill, Wednesday, May 5, 2021 in Ottawa. THE CANADIAN PRESS/Adrian Wyld
Singh calls for halt on Canadian arms sales to Israel as violence escalates in region

Dozens have died after Palestinian militants launched rockets and Israel unleashed new air strikes

Red Deer Mayor Tara Veer and several members of city council helped kick off the spring Green Deer cleanup campaign on Wednesday. Veer said city workers do their best to keep the city looking good, but need volunteer help to get rid of litter that has blown into bushes onto road sides over the winter. (Photo by LANA MICHELIN/Advocate staff)
Red Deer city councillors launch spring Green Deer campaign

Volunteers are needed to keep the city looking good

Toronto FC forward Jozy Altidore, center, celebrates after scoring a goal against the Columbus Crew with teammates from left, forward Tsubasa Endoh, defender Omar Gonzalez and forward Patrick Mullins during the second half of an MLS soccer match, Wednesday, May 12, 2021, in Orlando, Fla. (AP Photo/John Raoux)
Bradley, Altidore scores in Toronto FC’s 2-0 win over Crew

ORLANDO, Fla (AP) — Michael Bradley had a goal and an assist,… Continue reading

A football with the CFL logo sits on a chair during a press conference in Winnipeg, Friday, November 27, 2015. THE CANADIAN PRESS/John Woods
Former defensive lineman Klassen tackling retirement as he did opposing quarterbacks

Klassen spent seven CFL seasons with Montreal, Calgary and Ottawa

FILE - Contestant Lauren Spencer-Smith on an episode of ABC’s American Idol. (American Idol/ABC photo)
‘American Idol’ contestant exits show amid video controversy

A 16-year-old “American Idol” contestant has dropped out of the singing competition… Continue reading

FILE - Ellen DeGeneres appears during a taping of the “The Ellen DeGeneres Show,” in Burbank, Calif. on May 24, 2016. DeGeneres, who has seen ratings hit after allegations of running a toxic workplace, has decided her upcoming season next year will be the last. It coincides with the end of her contract. (AP Photo/John Locher, File)
Ellen DeGeneres to end long-running TV talk show next year

Viewership dropped by 1.1 million people this season

Ottawa Senators centre Josh Norris, right, celebrates his game-winning overtime goal against the Toronto Maple Leafs with left wing Brady Tkachuk Wednesday May 12, 2021 in Ottawa. THE CANADIAN PRESS/Adrian Wyld
Norris scored winner, Senators beat Maple Leafs 4-3 in Andersen’s return from injury

Norris scored winner, Senators beat Maple Leafs 4-3 in Andersen’s return from injury

Rafael Nadal, of Spain, holds up the trophy after beating Daniil Medvedev, of Russia, in the final at the Rogers Cup tennis tournament, in Montreal on Sunday, Aug. 11, 2019. THE CANADIAN PRESS/Paul Chiasson
Tennis Canada could move top tournaments to US if Toronto, Montreal plan not approved

Tennis Canada could move top tournaments to US if Toronto, Montreal plan not approved

Philadelphia Flyers' Travis Sanheim (6) and Brian Elliott (37) celebrate with teammates after the Flyers won an NHL hockey game against the New Jersey Devils, Monday, May 10, 2021, in Philadelphia. (AP Photo/Matt Slocum)
Puck luck? Hockey’s secrecy makes betting on NHL a gamble

Puck luck? Hockey’s secrecy makes betting on NHL a gamble

FILE - John Davidson, left, president of the New York Rangers, and Rangers general manager Jeff Gorton pose at a news conference in New York, in this Wednesday, May 22, 2019, file photo. The New York Rangers abruptly fired president John Davidson and general manager Jeff Gorton on Wednesday, May 5, 2021 with three games left in the season. Chris Drury was named president and GM. He previously served as associate GM under Davidson and Gorton. (AP Photo/Seth Wenig, File)
New York Rangers fire coach Dave Quinn, 3 assistants

New York Rangers fire coach Dave Quinn, 3 assistants

Most Read