In a city chock-full of talented designers and stylists, Martin Boucher stands out.
With more than 10 years of experience — seven of which were spent dressing the crew of TVA — Boucher has built a solid reputation for translating the latest trends for clients and fashion publications. After working in retail for several years in sales and later as a buyer and merchandiser, he parlayed his knack for pulling together the right look into a job as fashion director and stylist for HOMME, a tri-annual magazine dedicated to men’s lifestyle.
“My friend and I started working on campaigns with a small camera and without a budget and slowly started getting attention and gaining clients.”
Boucher, 41, who goes by the nickname L’Habilleur (the dresser), also fulfilled one of his dreams four years ago, when he started a personal styling service for men called L’Habilleur. When he’s not working on the magazine or shopping with clients, Boucher (martinboucher.ca) can be found collaborating on photo shoots with other magazines, including Dress to Kill.
“Fashion is a state of being, a lifestyle. I study the trends and follow them in my photographic work, but with clients take a different approach. Stylists need to be good listeners, know how to dress for a person’s body type and whether the hottest trend is the right or wrong option. I wouldn’t dress someone in a mini-skirt just because it’s the top trend if it didn’t suit them.”
Boucher, who studied fashion marketing, leans toward a sophisticated, practical fashion sense embodied by likes of Scandinavian brands such as Tiger of Sweden, Filippa K, Eton, ACNE, Nudie, Sand, Matinique and Strellson. His favourite brands include Paul Smith, Burberry, Scotch & Soda and Duchamp London, which often turn up in editorial looks he pieces together for HOMME.
Favourite city style:
The versatility of New York City’s street-style scene and Britain’s humour and fashion sense. They mix rock ’n’ roll with fashion and don’t take themselves too seriously.
Paul Smith, Tom Ford and Burberry. Tiger of Sweden and Scotch & Soda are more prêt-a-porter than designers, but I love those lines, too. I love Adidas for more sporty looks.
Men’s wardrobe staple:
Favourite boutique in Montreal:
Tozzi at 2115 Crescent St. I love it. It’s fresh and they have brands that you don’t see everywhere else. I bring my clients there to shop for clothes, glasses, shoes and more. I’ve known the owner, Joey Tozzi, for a long time and he knows his stuff.
A watch and bracelets complete a look. I especially like bloodstone jewels; and for watches, Filson, Daniel Wellington and Miansai, all of which can be found at Tozzi.