Quoting Tiyana Grulovic, the fashion director of Aritzia, Wilfred is “about reduction, effortlessness, and femininity.” Women who have professional lives, but a fashion-forward attitude are heads-over-heels for the brand. As one of Aritzia’s in-house lines, the image of Wilfred embodies the Parisian woman, but “each season, she gets an update.” Being one of the most recognizable lines at Aritzia, it has also opened solo brand locations across Canada.