ABOUT
Hi, I'm Selena.
After three decades in fashion, I realized the biggest challenge isn't creating a collection, it's knowing what comes next. Today, I help designers become buyer-ready.
I help seasoned and emerging fashion designers transform completed collections into buyer-ready brands through strategic guidance, industry insight, and professional brand assets.
From shop floor to strategy, to the classroom and beyond. My career started with what you'd expect: visual merchandising, team training and in-store planning. I worked my way through roles in fashion marketing and retail merchandising leadership gaining firsthand insight into what makes customers stop, purchase and advocate.
Fourteen-plus years later, I pivoted into the world of fashion education - shaping curriculum, leading workshops, and teaching the next generation at Blanche Macdonald Centre. At the same time, I started consulting, helping brands define their stories, assets and growth plans.
No one prepares designers for what happens after the collection.
That's the gap I've spent my career working to close.
the founder
SELENA
Based in Vancouver, BC , Selena brings a highly trained aesthetic eye and an extensive fashion marketing background to designers.
AT A GLANCE
YOU SHOULD PROBABLY KNOW
My vanity is organized chaos, just met?
Always curious... CALL ME A CONNOISSeUR OF fashion & architecture HARDCOVERS
Heavily invested in
black HB 72 pencils.
I SPLURGE ON SKINCARE, NATURAL MAKEUP AND PODCAST CONSUMPTION. ps. BOTANICALS too ;)
All about
kindness culture, inclusivity, morning workouts, outdoor anythings, good skincare, and really great hats
NOT ABOUT
fake it till you make culture, artificial people, entitlement, comparison, band-aid fixes
agree? we're probably a great fit.
Get it going!
Ready to Become Buyer-Ready?
Your collection already proves what you can create.
Now it's time to build the brand that supports it.
Imagine responding to retailers, media, stylists, collaborators, and new opportunities with confidence,
because your professional assets are already in place and your brand is ready to be shared.
You don't have to figure it out alone.
Inside The Buyer-Ready Designer™, I'll guide you step by step as you transform your
completed collection into a professionally positioned, buyer-ready brand.
CONNECT
elsewhere:
join my
substack
DISCOVER
PINTEREST
Fashion business inspiration, visual merchandising, and retail strategy — curated for the industry.
→ Follow @vanfashionmarketing
Check out THE
INSTA
Meet me at 7 Selvedge. A monthly journal exploring what happens after the collection.
Behind the consulting room, the classroom, and the work.
→ Follow @vanfashionmarketing
