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Miss Versa

Brand

Since 2010

Miss Versa, 2018 © Rocco Ceselin. Photo courtesy of Miss Versa

Miss Versa is a Quebec dress brand. From one season to the next, the collection features only two or three dress models, but in a wide variety of digitally printed patterns in vibrant colours.

Designed for travel, the dresses are made of a wrinkle-free stretch fabric that can be thrown in the dryer.

The brand is owned by manufacturing company Le Dernier Mec Inc., which is based in Drummondville. Founded in 1990 by Érik Provencher, this company originally made a name for itself in men’s boxers, pyjamas and bathrobes. Its collections were sold under the label Le Dernier Mec in Quebec and Ontario, notably at Simons, la Vie en Rose and The Bay.

In addition to producing collections for men, in 2009 Érik Provencher began using digital textile printing for the Line-Up brand of personalized made-to-order sportswear and products.

The following year, The Bay, one of the primary buyers of Le Dernier Mec clothing, stopped ordering from the company. This situation forced Érik Provencher to refocus all of the company’s production on digital printing and led him to create the Miss Versa brand.

As of 2019, all the clothing is produced at Le Dernier Mec Inc. headquarters in Drummondville, which has four or five employees. The Miss Versa brand is sold in approximately 100 stores across Canada.

Sources

www.missversa.com External link

www.line-up.ca External link

Barbe, Jean-François. «Un virage réussi pour Miss Versa » Les Affaires, Médias Transcontinental S.E.N.C., 1 juin 2013, http://www.lesaffaires.com/archives/generale/un-virage-reussi-pour-miss-versa/558139 External link

Fournier, Marie-Ève. « Miss Versa, la robe des vacances », La Presse+, La Presse Inc., 5 août 2016, http://plus.lapresse.ca/screens/7c668c51-c975-4c57-96fe-5d42c86037fb__7C___0.html External link

Fournier, Marie-Ève. « L’année des grands paris pour Miss Versa » La Presse+, La Presse Inc., 25 juillet 2016, http://plus.lapresse.ca/screens/c665ea2d-eea8-4c69-a504-a5178e163f47__7C___0.html External link

Publication date

01/02/2019

Author

Madeleine Goubau, Contributor

© McCord Museum 2019