Daymor Couture

Max Schwartz established Daymor Couture in Montreal in 1951. Specialized in evening gowns, the company created 200 dresses per week and soon became a leader in the special occasion market segment.

In the 1950s and the 1960s, Daymor Couture dresses were sold at large Canadian department stores including the Quebec City stores Simons, Laliberté, Paquet and Pollack. The company later expanded to sell widely on the American market in New-York based stores Bergdorf Goodman, Neiman Marcus, and Saks Fifth Avenue, as well as in Europe and the Middle East.

Ensemble (detail), Daymor Couture, about 1959. M974.109.4.1-2 © McCord Museum

Throughout its history, the company has employed numerous respected designers, such as Elvia Gobbo, Tom D’Auria, Karen Perry, Micheline Boucher, and Lorraine Beauchamp, who created original collections under her own name from 1978 to 1989. Caroma and Modasport were two Daymor Couture divisions in the 1980s and 1990s.

Since 2001, the Daymor Couture collections have been designed by Alexander Taksev, who, in keeping with the company’s history and traditions, remains focussed on the brand’s spirit of classic elegance and refinement. In 2018, he was promoted to Vice-President, responsible for design, corporate image and advertising.

Recognized by the fashion industry for design excellence, Daymor Couture has been promoted by numerous television personalities, singers and actors.

It has also been publicized in internationally renowned magazines such as Vogue, Town & Country and Martha Stewart Weddings.