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James Serino was born on November 21st 1983 in Cape Breton, Nova Scotia. He grew up a son of a single mother, raising three boys. He learned to sew with needle point and cross stitch at the age of five from his grandmother.
After graduating High school in 2003, the designer's first step off the island was to live in Ottawa, the Country's capital. This move was a stepping stone for him as it marked his first real contact with the fashion world. This experience was a motivation for him as he decided to pursue fashion as a full time career and enrolled and studied at the Academy Of Design and Technology in Montreal, Quebec in 2004. He graduated in 2006 with an AEC in Fashion Design.
He quickly became recognized for his flare and talent in the city. He began creating custom-made designs for various private clients. He then became head designer for a Quebec based fashion brand (Historia), providing elegant & casual ready-to-wear garments for men and women. Garments were sold in the major malls of Quebec, after his run with the company he took on the challenge of fabric creation & graphic design for a decor company, Lawrence Home Fashion also based in Montreal.
Although successful at his work, James felt that there was a disconnection between his day to day duties and his own creative aspirations. As a result, the designer took a step back from the mainstream industry and redirected himself towards his own vision to create a line of men’s casual garments. Following this change of career priorities, James was able to fully focus on his creations and his vision. He fully discovered and experienced Montreal's vibrant music, dance and art culture. James went through various cycles that broke down a lot of walls and boundaries he needed to overcome. The people he met and connections he forged had a tremendous influence on the evolution of the man he would grow to become.
After a couple years, the designer decided to take a break from the cycles and swing of Montreal, to go to Edmonton for a year. There, he lived with his younger brother to regroup, while working and managing internationally renowned retail stores. A year later he moved to Vancouver where James was able to focus on the creation of his signature line of men’s casual garments. The line debut was at Vancouver’s Evolution event in 2011. This event showcases fashion designers and dance talents in the city. Shortly after, he showed the same collection to Parisian audiences at Gala International in Paris, France in 2011.
After Vancouver, James moved to Toronto. In the biggest city in Canada, James explored new designs and made his first set of 3 women's dresses that he shot with his muse & dear friend. While in Toronto, he worked on his collection (Broken Hearts & Fairy Tails), Shown at FAT - Fashion Arts Toronto in 2014.Following Toronto. James Moved back to Montreal where he feels he belongs. That’s where he has been creating and developing his craft and nourishing his soul, with the re-launch of SERINO in May 2016.
Hailing from Canada, a mosaic land of vibrant cultures, Serino's pieces not only represent the multi facets of his talent but also that of Canadian society, and specifically it's masculine counterparts. Beyond the obvious reflection of his designs that parallel the ancient Greek and Roman art form, lies a deep ideology which Serino embodies - that all beings are beautiful and that all should be included. Audiences will be pleased to see various male models representing different cultures strut down the runway in harmony with the designs and ethos of James Serino. A truly Canadian artist, his muse is not one single person, but the many people which colour his life and experience adding further to the solidity of his beliefs and designs.
Toronto, Ontario, CA
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