Heritage

Celebrating 75 Years of Enduring Elegance

Founded in 1951 in Montreal, Daymor was established by visionary entrepreneur Max Schwartz, whose commitment to elegance, craftsmanship, and quality helped define a new standard in special-occasion dressing. From its earliest years, the house became recognized for refined design, meticulous construction, and an intuitive understanding of women dressing for life’s most meaningful moments.

In the 1950s and 1960s, Daymor was showcased at some of Montreal’s most iconic department stores, including Simons, Laliberté, and Paquet et Pollack, helping to cement the brand’s reputation within Canada’s fashion landscape. In more recent decades, the brand’s presence expanded internationally, with collections carried by renowned New York retailers such as Bergdorf Goodman, Neiman Marcus, and Saks Fifth Avenue.

Over its long-standing history, Daymor has evolved through distinct creative chapters shaped by remarkable design talent. The house employed celebrated Canadian designers including Elvia Gobbo and Tom D’Auria, creators of LUV and The Factory, as well as Karen Perry, Michelin Boucher, and Lorraine Beauchamp, whose namesake collections defined the brand from 1978 to 1989. The brand’s creative legacy continued with American designer Catherine Mercedes Ferreira, who led collections from 1990 to 2001.

During the 1980s and 1990s, Daymor further expanded its identity through notable divisions such as Caroma and Modasport, reflecting the house’s adaptability and creative breadth while maintaining its core commitment to quality and craftsmanship.

Today, the company is led by Alexander Taksev, President, Creative Director and Owner of Daymor. As the creative and strategic force behind Alexander by Daymor, he guides the brand’s evolution while honoring its rich heritage—preserving the standards of excellence that have defined the house for more than seven decades.

As Daymor marks its 75th anniversary, Alexander by Daymor stands as a symbol of enduring elegance—past, present, and future—creating modern sophistication for life’s defining moments.

Leadership

Alexander Taksev is the President, Creative Director and Owner of Daymor, a luxury eveningwear house founded in Montreal in 1951. He is responsible for the brand’s creative direction, strategic growth, and international presence through its signature label, Alexander by Daymor.