Black Canadian fashion designer Sasha Ruddock wins $100,000 SHEIN Prize

Sasha Ruddock

Canada is home to a ton of amazing designers that are making waves in the fashion industry. From Hayley Elsaesser to Mikhael Kale, there’s no shortage of talent. Now, we can add designer Sasha Ruddock to the list of designers to keep our eyes on, as she’s fresh off a win for a major international fashion competition.

Online clothing retailer SHEIN recently launched its first competition series, and Ruddock, an up-and-coming designer from Brampton, Ont., won the coveted $100,000 prize. Ruddock beat out 30 other designers from across the globe with her colourful, inclusive designs from her label, Flaws of Couture. Her brand celebrates all body sizes and shapes, and now people looking to cop one of her fab fits can find them on the SHEIN website.

The four-episode online series, SHEIN x 100K Challenge, featured celebrity judges including Khloe Kardashian, designer Christian Siriano, designer Jenna Lyons (remember when she was the creative director of J. Crew?), stylist Law Roach (who’s appeared on HBO Max’s Legendary and has dressed everyone from Zendaya to Celine Dion) and editor Laurel Pantin.

The judges took note of her ambition, with Khloe Kardashian pointing out Ruddock’s desire to win. “She has that fight and that hunger in her,” she said. “I don’t think she’s going to let anyone else win this competition but her.”

Ruddock is now able to use the prize money to invest in her label. “I just want people wearing my clothes to feel comfortable, but elevated,” Ruddock said.