Recently, Vancouver fashion destination, The Untold Chapter, brought its FW’26 collection to life through The Freedom to Become, an immersive fashion experience unlike anything happening in the Vancouver market.
Set in the stunning Bosa Sales Gallery on the 18th floor overlooking the city, the unconventional launch featured live performance art showcasing the collection, shopping, food installations, music, dancing, and storytelling that celebrated modern women.
More than a traditional pop-up, the experience challenged the boundaries of traditional retail and offered an exciting perspective of the future of experiential fashion and the evolving scene in Vancouver.
Watch here.
In an interview with Retail Insider, Ana Rahimzadeh, Founder of The Untold Chapter, spoke about the brand.
What inspired you to create The Untold Chapter, and how does The Freedom to Become reflect your vision for the brand and its FW’26 collection?
The Untold Chapter was born from a personal place. I’ve always believed that a woman’s story is never fully written. We go through different chapters in our lives, constantly evolving, redefining ourselves and discovering new versions of who we are. Yet, somewhere along the way, we can lose sight of the freedom to choose our own direction.
Motherhood, in particular, changed my perspective on identity, ambition and the importance of holding on to a sense of self. It made me reflect on the stories we inherit, the expectations we carry and the courage it takes to write our own.
I wanted to create a brand that reflected that idea. Fashion was a natural expression of it because what we wear is often an extension of how we feel and how we choose to present ourselves to the world.
The Freedom to Become is a continuation of that philosophy. For FW’26, we wanted to explore the idea that becoming is not a destination. It’s an ongoing process. It’s about having the confidence to evolve, embrace change and never feel defined by a single version of yourself.
For me, The Untold Chapter has always been about more than clothing. It’s about creating a space where women feel inspired, connected and free to choose their own stories, on their own terms.
Why did you choose an immersive, performance-based fashion experience rather than a traditional runway show, retail launch or pop-up, and what did you want guests to take away from the event?
Immersive experiences have always been part of The Untold Chapter’s identity. From our earliest events, we’ve approached retail as something beyond the exchange of a product. We want to create moments that bring people together and give them a reason to connect with the brand on a deeper level.
We value our online presence and the convenience it offers our customers. But while digital platforms make shopping accessible, in-person experiences create a different kind of connection. For us, the two go hand in hand: one offers convenience, the other creates connection.
I think we’re seeing a shift in retail towards more personal and meaningful experiences. People are looking for spaces where they can discover, connect and feel part of something, rather than simply engage with a brand through a screen.
With FW’26, we approached the entire space as an extension of our campaign. The campaign film, which we created specifically for the collection and debuted at the event, introduced its narrative and mood. The architecture and interior environment became a physical expression of that story. We paid attention to how the space felt, how people moved through it and how every element contributed to the experience. Even the food and music were part of the creative direction, rather than simply event details.
The performance art brought another dimension to the evening. We wanted to create something guests could experience and interact with, rather than simply observe.
Ultimately, what matters most to us is what happens beyond the event itself. When people share an experience, magic happens, conversations happen, relationships develop and a sense of community begins to form. That’s something we’ve always wanted The Untold Chapter to cultivate.
I wanted guests to leave feeling that they had been part of something, rather than simply attended another fashion event. The collection was the introduction, but the connection was the real intention.
How does combining fashion with performance art, music, food and storytelling change the way customers engage with a brand, and do you see this type of experiential retail becoming more common in Vancouver?
I think it changes the relationship from transactional to emotional.
When someone discovers a brand through an experience, they’re not just remembering a product. They’re remembering the atmosphere, the people they met, the conversations they had and how the experience made them feel. Those memories create a much deeper connection.
At The Untold Chapter, we’ve always believed that the environment surrounding fashion is part of the story. The visual language, music, architecture, food, creative collaborations and even the smallest details, such as lighting, contribute to how people experience the brand.
Over time, these experiences allow us to build relationships that extend beyond individual purchases. People begin to recognize familiar faces, connect with one another and return not only because they want to see the latest collection, but because they enjoy being part of what we’re creating. That’s how a customer base gradually becomes a community.
I absolutely see this becoming more important in Vancouver. The convenience of e-commerce isn’t going away, but I think the opportunity for physical retail is evolving. Consumers don’t necessarily need another place to buy something. They want a reason to come out, discover something new and spend time in an environment that feels considered and inspiring.
Vancouver has a wonderful creative community, and I think there’s room for more independent brands to create these kinds of cultural and social touchpoints.
For us, experiential retail isn’t a marketing strategy that we bring out occasionally. It’s an ongoing part of how we build relationships with our audience and how we want people to experience The Untold Chapter.
What does the event reveal about the changing expectations of fashion consumers, particularly women, and how are those expectations influencing the way you design, present and sell your collections?
I think women today are much more intentional about what they buy and, equally importantly, who they buy from. They want pieces that feel relevant to their lives, offer versatility and have longevity beyond a single season. But I also think they’re looking for a connection with the brands they choose to support.
Women don’t necessarily want to be told how to dress or what their style should look like. They want the freedom to interpret fashion in their own way, and they want to feel that the brands they engage with understand that.
That philosophy is central to how we curate The Untold Chapter. We gravitate towards contemporary silhouettes, thoughtful details and pieces that feel effortless but still have a point of view. I love the balance between minimalism and something a little unexpected; a strong shoulder, an interesting proportion or a detail that makes a piece memorable.
The way we present the collection matters just as much. We don’t want to dictate how a woman should wear something. Through styling, personal appointments, our showroom and events, we want to create opportunities for women to discover different ways of expressing themselves.
I also think the relationship between a brand and its customer is becoming more personal. People want to know the story behind what they’re buying, the people behind the brand and the community they’re becoming part of.
For us, that means thinking beyond the product and considering the entire relationship with our client; from the first time someone discovers us online to the experience they have when they walk into our showroom or attend one of our events.
Ultimately, fashion should make women feel confident, understood and inspired. It should support their individuality, not define it for them.
What were the biggest challenges and opportunities in bringing this event to life, and how do you plan to build on the concept as The Untold Chapter grows in Vancouver’s fashion and retail market?
As with all of our experiential events, one of the biggest challenges is bringing together so many creative elements and making sure they feel connected to one vision and one story. We’re not simply producing a fashion event; we’re creating an environment that communicates a very specific identity and emotion.
The campaign film, creative direction, architecture, interior design, performance, styling, music, food and overall guest experience all need to work together. There are always many moving parts, and achieving that level of cohesion requires a great deal of collaboration, flexibility and attention to detail.
But I also see that as the greatest opportunity. We’re fortunate to work with an incredible group of creative people and to explore what happens when fashion becomes the starting point for something much broader.
As The Untold Chapter grows, I want to continue developing the relationship between fashion, culture, creativity and community. I see an opportunity to create something that extends beyond individual collections or events; a platform for bringing people together through shared interests, creative collaborations and experiences. Something that gives people a reason to connect with one another, discover new perspectives and feel part of a larger community.
Vancouver has so much potential in this space. I would love to see independent fashion brands play a bigger role in shaping the city’s cultural and retail landscape, and I see The Untold Chapter contributing to that in its own way.
Our ambition is to build something with a distinct identity and a meaningful relationship with the people who connect with it. The collections will continue to evolve, and so will the experiences around them. I think the most interesting brands today are those that create a world people want to step into, not simply products people want to purchase.
For me, that’s the direction we’re moving towards. Not just building a fashion brand, but creating a space where people find connection, inspiration and a sense of belonging.
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