When British Columbia Fashion Week began two years ago, most of the industry greeted the concept with a big question mark. It's remarkable that a mere three seasons in, this annual event (like those in glamour capitals around the world) feels like it has always been a part of the Vancouver landscape. This year, its runway shows at the Scotiabank Dance Centre have evolved to reflect the kind of diversity unique to the burgeoning design scene here: fashion insiders will have a chance to see the fine crocheted bikinis by Anna Kosturova; Brazilian-styled yogawear by Vata Brasil; chic suiting by JC Studio; and full-wattage glamour by Jason Matlo, while the public can come out to see cutting-edge snowboard wear at a new initiative called Project SNO at the Ayden Gallery.

As BCFW grows, cofounders Vladimir Markovich and Debra Walker continue to emphasize the mandate of their original vision, which is to elevate the profile of Canadian fashion, specifically B.C. fashion, in the world. "We are presenting them [the designers] the same way they'd be presented anywhere else in the world," Markovich says, and then emphasizing his unequivocal faith in local talent, he adds: "We are not presenting them any differently than we would present Armani or Dolce."

The trust of the industry is something Walker and Markovich have clearly acquired, with endorsements from long-standing designers and some of the highest- calibre talent in the city. Matlo, who returns for the industry-only runway shows of fall/winter '06 lines at the Dance Centre's Faris Studio that are happening until April 9, says, "B.C. Fashion Week is the only complete presentation of the collection that I will do this season." Fellow repeat designer Chloë Angus, who made a mark with a collection that melds a Zen simplicity with touches of dramatic draping and boho flair, comments: "I want to continue to grow with and support one of Vancouver's biggest fashion events."

Markovich's next goal is to bring more of the general public to the event. After-parties and seminars play a large part in creating an atmosphere of celebration around the week, he notes. But he also feels strongly that BCFW needs to educate society on fashion. "We are presenting the trends but need to present who Canadian designers are and what they are preparing," he explains.

In many ways, BCFW represents the existence of a legitimate fashion scene, one that participates in the culture of style, not merely mirroring it. Markovich emphasizes the importance of having a public awareness: "Yes, it is an industry event, but why it exists in the first place is to facilitate the business of fashion. In New York City, the entire city is talking about it, so we are trying to get to this level." Walker picks up the thread: "It is not just to elevate but to showcase the diversity….In the last three weeks, from the end of the Olympics to the Oscars, we had Canadian designs on the slopes of Turin [The Bay, WestBeach] to the red carpet [Jason Matlo]."

Like other fashion weeks around the world, BCFW takes the opportunity to expose all the designers and industry affiliates to international influences they might not otherwise encounter. Educating the industry on how to present and market itself here and abroad is a large part of its purpose. Indeed, BCFW host PromoStyl, a trend forecaster out of Paris that provides an 18-month lead on industry behaviour, participated in the event's seminars on April 4. This kind of insight is the edge that BCFW provides the local design talent.

What sets the week apart is its incubator feel. "We give you everything. This is your home and you sleep nice and tight." Markovich is joking, but this is a serious advantage for some of the greener talent-and lifts a great weight off the shoulders of the more established (and hence, busier) designers. "It is extremely well organized; everything is absolutely on schedule and attracts the right client and media exposure," comments RozeMerie Cuevas of JC Studio, whose fall/winter collection will again be strutted along the runways. "B.C. Fashion Week gives neophyte designers, who do not have the financial resources to participate in L'Oréal Fashion Week, the opportunity to get into the game," explains fellow returnee Christina Culver, of Christina Darling, whose line mixes brash punker chic with petulant princess pieces.

As for the future, BCFW will serve up a series of Canadian Fashion Press awards (with a launch date of June 2007). "It's going to be a formal gala and awards ceremony where we are going to introduce awards for best publicist, model, photographer, stylist, journalist, and one international award," Markovich says. The ancillary projects just seem to multiply in Markovich and Walker's minds. "People here are hungry for fashion, but there is no food on the table. Amazing. We just have to give it to them. If you put it on, they will watch."