Calgary, the contemporary urban center located in the regions of the Canadian Prairies and the Canadian Rockies, is swiftly establishing itself as a fashion hub for Filipino artists and global talents.
One of the most pivotal fashion occasions in this developing area that is garnering attention from fashion aficionados, industry experts, and international media, is the Calgary International Fashion & Arts Week (CIFAW).
CIFAW serves as a worldwide celebration of fashion and a venue for networking, education, and discussions regarding trends, inclusivity, and the future of the fashion sector. It seeks to inspire and highlight ingenuity, innovation, and partnership among designers, stylists, models, photographers, and reporters.
It was established by Spotlight Couronne Internationale, Inc., led by Filipino-Canadians: CEO/President Limuel Hayag Vilela, a producer/designer and former model; alongside COO/Chief Creative Director Alvin Masangkay Francia, an aviation professional and educator.
CIFAW originated as a passion project and leisure pursuit for the two enterprising founders, who possess a profound enthusiasm for fashion and education. The dynamic pair initiated CIFAW as a community event, allocating their time to offer free classes for children and teenagers who faced bullying or battled self-doubt.
The premiere event, titled “The Fashion Takes Off from New York City,” was held in 2017. This occasion showcased three distinguished designers: Jude Charles, a fashion designer based in New York who previously opened doors for Limuel to grace the runway in the Big Apple; Vanny Tousignant, an Indonesian-American designer in New York; and Marco Not Polo, an artist also residing in New York.
“The first CIFAW was an enormous triumph, laying the groundwork for the event’s expansion in the ensuing years. Over time, CIFAW has evolved into a premier annual celebration of diversity and creativity, serving as a launching pad for numerous young talents it has fostered,” Vilela disclosed.
Francia mentioned: “Some of the initial models trained by Limuel and Alvin are now making significant strides in the fashion realm, walking the runways of Milan, Paris, London, and New York Fashion Weeks for renowned American, Italian, and French fashion brands.”
Currently, CIFAW persists in its commitment to empowering individuals through fashion and the arts while illuminating a global spotlight on the talents it nurtures.
The Dynamic Founders
In the Philippines, Vilela was deeply involved in the fashion scene, making the production of shows a seamless evolution.
“Shifting from being a model to a brand designer and eventually producing international fashion shows feels like a journey that God has orchestrated for me, a path from obscurity to significance,” Vilela shared.
Vilela moved to Canada in 2008, graduating from the Toronto Film School in 2022. However, it was Calgary that quickly felt like his second home: “This city opened numerous doors for my personal and professional advancement. It provided me with a platform to express my passion for production and entertainment, and the community embraced me as I followed my aspirations. My journey began humbly here, and Calgary has offered me an avenue to contribute positively to the community.”
Francia, an advocate for education and access, believes in the life-changing impact of creativity — whether within the classroom or on the runway. With a strong affinity for the fashion industry, he views fashion as an art form that educates, inspires, and fosters self-expression.
“I employ innovative strategies to create stimulating and inclusive environments where learning and creativity converge. My goal is to connect education with opportunity, utilizing platforms like fashion and the arts to empower individuals to flourish and realize their highest potential,” stated Francia, who is presently pursuing a Master’s Degree in Distance Education at the University of the Philippines.
Nonetheless, the pair soon discovered that launching a fashion-related business in Calgary — a city often labeled as “cowboy territory” — presented its own distinct obstacles.
“At the beginning, we encountered skepticism regarding the authenticity of our venture. Some doubted whether fashion could be viewed as a serious undertaking and inquired about our previous experience. This uncertainty rendered the initial years particularly challenging as we strived to build our reputation. Attracting clients was another considerable challenge,” said Vilela, who originates from Quezon Province.
As Filipino business owners, they also faced cultural perceptions. Many assumed their services catered solely to the Filipino population in Calgary. Overcoming this viewpoint and ensuring their events and offerings were inclusive for all proved to be a significant challenge.
“Despite these hurdles, we remained steadfast. Through passion, dedication, and an unwavering belief in the transformative potential of fashion, we gradually gained the trust and backing of the community,” Vilela remarked. “We take pride in having established a brand that not only flourishes but also honors inclusivity, creativity, and the capacity of fashion to inspire and uplift.”
Vilela and Francia stress that there is no stringent qualification requirement to participate in CIFAW. They both firmly believe in providing a platform for everyone, particularly emerging and aspiring artists who may not have had the opportunity to shine thus far.
Francia added: “Fashion and the arts form a perfect alliance — they complement and enhance one another. Calgary is a lively and diverse city, and we aim to reflect that in our platform. Therefore, the primary quality we seek is passion. You need to love what you do, and it should resonate in your work. And naturally, we want you to be as imaginative as possible. Astonish us. Make us exclaim, ‘Wow!’ That’s all we request.”
Currently, the duo not only organizes CIFAW but also Calgary Kids Fashion Week, Edmonton Kids Fashion Week, Winnipeg Kids Fashion Week, SCI PH New York, and SCI PH Paris.
A Milestone Moment at the ‘Marriott Moments A-FAIR’
In its relatively brief existence, CIFAW has enhanced Calgary’s status as an emerging and flourishing fashion capital.
This year, that same enthusiasm and energy will be reaching Manila as CIFAW endeavors to showcase Philippine fashion on a global scale.
Thus, regardless of whether you hail from Calgary, Manila, Paris, or any location in between, as long as you possess passion and creativity, CIFAW is a venue for you.
In collaboration with Marriott Bonvoy and Themes and Motifs, the highly anticipated “Home: A Celebration of Love and Life’s Winning Moments — The 9th Calgary International Fashion and Arts Week” along with “Marriot Bonvoy’s Marriottt Moments A-FAIR: Dream Weddings and Events Expo” will take place at the MGBX Exhibition Hall in the Marriott Grand Ballroom on July 26 and July 27, 2025.
“CIFAW is certainly not just for Filipino creatives — it welcomes talents from around the globe. While we take pride in our heritage and love to uplift the Filipino community, this platform was established to honor diversity and inclusivity,” Francia explained.
Vilela remarked: “My aspiration is for this initiative to act as a bridge linking Canadians, Filipinos, and the global community through fashion, art, culture, and tourism. I hope it inspires every Filipino to take pride in their heritage and in the land we call home — the Philippines.”
It was crucial for Francia and Vilela that their company’s name included the term “international” — because from the very beginning, both held grand ambitions.
Partnering with Marriott Manila this July represents a significant leap for us. It’s a landmark that confirms we are progressing in the right direction. Our intention is to remain committed to our core principles: collaboration and inclusivity,” Vilela commented.
“What’s truly thrilling about this year is that we are broadening our mission. This collaboration in Manila will not only attract global attention to Filipino creativity but also illuminate the beauty and culture of the Philippines,” Francia concluded. “Hence, our grand vision is straightforward yet ambitious: continue expanding, persist in collaborating, and ensure CIFAW becomes a space where fashion, arts, and culture converge harmoniously — while generating opportunities and celebrating diversity on an international platform.”
For further details about Spotlight Couronne Internationale Inc Productions and upcoming events, please visit https://www.scimodels.ca or reach us via email at info@scimodels.ca and follow us on @scimodels.
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