Max Velosse is a young, fearless fashion designer who debuted her collection, Velocity, at L’Oréal Fashion Week in March 2008. Despite a lukewarm reception, Max is determined to follow her passion for fashion design. Always effervescent, vibrant, and impulsive, Max brings colour and life to Toronto’s indie fashion scene.

Lucinda McRuvy is a Toronto-based fashion journalist, who embodies sophistication and deems herself the ultimate authority on style and etiquette. She adores Canadian designers and was a promising designer herself, until Fiona Newsome derailed her dreams. Her current project is a writing a book on the correct way to dress and behave.

Bernie Debt is Lucinda McRuvy’s best friend and editor of Fashion Queerterly. Bernie is all over anything new and outrageous, be it fashion industry gossip or the next hot designer.  He has a passion for entertaining in his fabulous condo overlooking the Church Street village. His quotable quips leave the media lounge in stitches.

Fiona Newsome is an ambitious TV gossip reporter who has a way with words. She was best friends with Lucinda when they went to fashion school together, but a bad business deal caused a fatal blow to their friendship. The two have been feuding ever since.

Mimi M. was once often seen modeling on the runways of Montreal and Toronto, but she aspires to do something else: she wants to be taken seriously as a fashion journalist. Her big break was an exposé of Canada’s most notorious fashion feud.  Currently she is hosting a fashion program on an American network.

Sandee Kane is Max’s best friend and partner in crime since fashion school, but there is healthy competition between them. Sandee aspires to Gwen Stefani superstar status, and she has the talent and smarts to back it up.  She has her own line called Kandy Kane and has been heralded in the press as “Canada’s answer to Betsey Johnson”.

Brad “The Basher” Brine is the hottest hockey player in the NHL. His rock hard abs and expensive sense of style caught the eye of Lucinda McRuvy. However, his unsophisticated personality (okay, rude and crude) doomed their future happiness.  After a short marriage, they split, though the physical attraction remains mutual.  Brad plays for the Montreal Canadiens.

Elmo Drake loves Max Velosse, but will never understand how she can love fashion design more than him.  Still, he would do anything - even lug rocks around Toronto on his bike - if it means he gets to hang out with Max.  Being a bit of a nerd, Elmo’s technical skills come in handy from time to time.   He is a hopeless romantic and has an indie band called Elmo’s Regret.

Lady Miss Angora is Lucinda McRuvy’s faithful pet bunny rabbit who has an uncanny knack for choosing the perfect outfit. When it’s right, Lady Miss Angora hops around with delight.