Edie Bruins Captures Hamilton’s Fashion Scene One Outfit at a Time

Edie Bruins, a multimedia creator based in downtown Hamilton, has embarked on a mission to document the city’s unique fashion scene through her video series titled “What is Hamilton Wearing Today?” Since April 2023, Bruins has been spotted at various intersections and parks, capturing the distinctive outfits of residents. Inspired by similar initiatives in larger cities like Toronto, Tokyo, and Los Angeles, she aims to highlight the diverse and gritty style of Hamilton.

Bruins, age 25, believes that Hamilton possesses a distinctive charm compared to larger metropolises. She observes that in cities like Toronto, there is often an expectation to dress fashionably, while Hamilton offers a more relaxed atmosphere. “In Hamilton, I feel like there’s a gritty realness. People are just wearing what they want to wear outside,” she stated. This authenticity is what Bruins seeks to showcase through her videos.

Broadening the Fashion Narrative

Her work has resonated with viewers, receiving positive feedback since she began posting videos on social media. Bruins intentionally captures a wide range of individuals, ensuring that her content represents various ages, sizes, and backgrounds. “I don’t want it to all be the young, hip people. I really want it to be whoever’s passing by who is expressing themselves and has a cool outfit,” she explained.

Lex Brown, a local fashion designer and owner of the Reloved Boutique on James Street North, expressed her appreciation for Bruins’ efforts. “It’s great that someone is finally highlighting local fashion,” she remarked. Brown, who also teaches fashion design at Toronto Metropolitan University, believes Hamilton’s style has been overlooked. She noted that the city has a “bad reputation” for fashion, often described as having a “gritty” and “industrial” vibe. Yet, she appreciates that residents feel freer to express their personal style as Hamilton continues to develop its fashion identity.

Celebrating Unique Styles and Vintage Influences

Brown emphasized the importance of supporting local designers and fostering a community around Hamilton’s fashion scene. She noted that many of her students come from Hamilton and often feel the need to leave the city to pursue their fashion careers. “I do wish there was more support for local fashion designers,” she said, highlighting the potential for a more vibrant fashion culture in the area.

The influence of vintage fashion is also evident in Bruins’ work. Many young people are drawn to the timeless quality and versatility of vintage clothing, which offers a sustainable alternative to fast fashion. Brown remarked on the cyclical nature of fashion, where older pieces are appreciated anew by younger generations. “It’s beautiful to see that cyclical aspect of it,” she noted, as she frequently observes younger customers purchasing items from older clients in her store.

Bruins frequents popular locales in Hamilton, including James Street North, Locke Street, and Bayfront Park, in her quest for interesting outfits. She focuses on individuals who express themselves through their clothing choices, looking for those who appear to have thoughtfully considered their style. “If I see someone and it looks like they thought about what they put on their body that day, you’re immediately being considered for the video,” she shared.

One memorable encounter involved a city worker operating a street vacuum sweeper while wearing a cowboy hat. “You know that he thought about putting on that hat,” Bruins recalled. This attention to detail and character is what makes her videos engaging.

Bruins hopes that her project will serve as a time capsule for future generations, allowing them to look back at Hamilton’s fashion in 2025 and reflect on the styles of the era. “I can’t believe that’s what everyone was wearing in Hamilton,” she imagines future viewers saying.

As Edie Bruins continues to document the fashion landscape of Hamilton, her work not only captures the essence of individual style but also contributes to a broader appreciation of the city’s evolving cultural identity.