Joleen Mitton and the Rise of Vancouver Indigenous Fashion Week

Art has always been a powerful catalyst for change. In founding Vancouver Indigenous Fashion Week (VIFW), Joleen Mitton hasn’t just created one of Canada’s biggest fashion shows, she’s also shifted narratives and created an invaluable space for Indigenous voices.

“Indigenous Fashion Week is a joyful rebellion. There’s music, entertainment, and a real, tangible impact for everyone involved,” Joleen explains.

“When we started out, our goal was to create a space where Indigenous designers could showcase their art on their own terms. Eight years later, I think we’ve achieved that and so much more.”

The Origins of the Event

Joleen’s journey in fashion began in the late 90s, working internationally as a model for Kenzo, Clinique and Vivienne Westwood. The industry took her around the world, introduced her to new cultures and sharpened her appreciation for her own Cree roots.

Returning to Vancouver, she felt a pull toward the community she had stepped away from in her youth. She envisaged a future where Indigenous youth could follow in her footsteps in the world of fashion. But, having seen firsthand the harmful production practices, mistreatment, and long hours inherent in the industry, she knew she could do better.

“I believed Indigenous fashion could change the ideal of how things are done in a really positive manner,” she says. “As Indigenous people, we are always accountable to each other, and that means we are held to a higher standard.”

That belief set the foundation for what would become one of the most impactful cultural events in Vancouver.

Turning Plans into Reality

When Joleen began mapping out her plans for an Indigenous fashion event there was no blueprint to follow, no established path, and no guarantee of success. Every idea needs resourcing to turn into reality, and VIFW was no different.

“I think back to our first year, we had $0 in our bank account, I had little name recognition here in Vancouver, but we had a clear vision of what we wanted to do and where we wanted to go.

“Luckily, the City of Vancouver saw the potential in my vision, and they hired me on to produce the festival at the city. With that backing in place, I had an event ready to go, with designers committed from across Turtle Island. That first year at Queen Elizabeth Theatre was a massive success, we sold out every night.

“Gifting is hugely important in Indigenous culture, and that first year was like a gift to the city. Nobody got paid, so many people put in long hours of work – but it was totally worth it. We demonstrated this was a viable and worthwhile event, and it proved to be our launchpad.”

A Place Where Everyone is Welcome

As VIFW has grown and evolved over the years, so have the numbers attending the event. Last year, more than 11,000 attendees filled Queen Elizabeth Theatre over four nights. In 2025, Joleen is hoping for more.

“This isn’t just an event for Indigenous people, this is an event for everyone,” she explains.

“We’re already one of the biggest fashion shows in all of Canada, but we aren’t close yet to fully realizing the potential of what Indigenous Fashion Week can be.

“It always felt wild to me when people say Vancouver isn’t a fashionable city. They’ll point to the Lululemon pants and the Hunter boots but there’s so much more than that. There is an entire subculture of Indigenous fashion here that’s spectacular. It’s something Vancouver should be proud of, and we’re inviting everyone to come to Indigenous fashion week to experience it.”

The Red Dress Event

One of the most significant elements of VIFW is the opening night’s Red Dress event, a tribute to missing and murdered Indigenous women, girls, men, and 2SLGBTQ+ individuals. It serves as a powerful space for remembrance and resilience.

“Our Red Dress event has always been a North Star for us, and it always will be. In order for Indigenous women to stop going missing, we’re going to have to start loving ourselves, right?

“I’ve found that it’s really hard to have conversations with people about topics that are super uncomfortable. It’s so much easier doing it through beauty and fashion. It’s a small but significant step towards healing the traumas of colonization – I mean we can’t keep running away from it, it’s just not healthy.

“Beauty is a great way to start these conversations because we’re all from the human race, we can all relate to the art and beauty, and it brings us together. It offers a transcendent space where community can flourish and none of us are alone.”

Providing Economic Sovereignty

VIFW is also home to a popular Maker’s Market, with vendors from across Turtle Island and far more applicants than space allows. It’s a beloved part of the festival, and something Joleen wants to grow in the coming years.

“Our Maker’s Market showcases 43 vendors that bring in more than half a million dollars a year conservatively. That’s real economic sovereignty for so many Indigenous people, and the only downside is having to turn people away each year due to space constraints.

“Looking to the future, expanding to a bigger venue will allow us to increase the footprint of the market and extend this opportunity to so many more deserving makers.”

Future Plans

Speaking of expansion, VIFW still has plenty of room to grow. Joleen and her team are eyeing a move to Vancouver Convention Centre for 2026, something that can spark the next stage in the festival’s evolution.

“Sure, we’ve achieved a lot in eight years, but we’re ambitious and there’s so much more we want to do,” Joleen says.

“We want to be at Vancouver Convention Centre. The first proposal I ever wrote about VIFW had holding the event there, and next year we have an opportunity to make the move and close a circle we started eight years ago.

“The Convention Centre is the premier event space in this city. We are the premier fashion show in this city, and we deserve to be in that space. It will unlock so many more opportunities for us, and it’s something we’re excited to explore.”

“Vancouver is known for its mountains, ocean and scenery, which are all obviously beautiful. I think it would be really cool if we were also recognized globally for our Indigenous culture, our Indigenous events. Hosting Vancouver Indigenous Fashion Week at the Convention Centre is a great step in the right direction.”

How to Get Involved

Vancouver Indigenous Fashion Week returns to Queen Elizabeth Theatre from November 19 to 22, offering four nights of fashion, community and celebration.

For those unable to attend VIFW in person, you can check out their donation and sponsorship options. Every contribution supports youth training, artist development and the continued expansion of the event.