News and Trends from International Quilt Market

Lissa Alexander (right), Mark Dunn, and Holly Hickman of Moda accepting a Best Booth Award
at the 2013 Fall Quilt Market.




When the discussion turns to fabric and designers who understand what quilters want and need, one of the best-known names in the industry is Moda.


The company started producing specialty fabric in 1990. It can trace its roots back another 15 years to when its parent company, United Notions, was founded in 1975 by Mark Dunn, as a distributor for notions and fabric produced by other companies.


Lissa Alexander, Moda’s Director of Marketing, shares some of the secrets of the company’s success with eInsider, and offers a hint of what’s to come this spring.



eINSIDER: Moda had so many new collections debut in January and February that seem to fill a specific niche that meets the diverse needs of quilters. Can you elaborate on Moda’s philosophy on providing such a wide selection?


ALEXANDER: The definition of Moda is fashion in several languages:













The president of Moda, Mark Dunn, wants Moda to be the fashion house of quilting textiles, always offering new designs each season. The pool of designers allows Moda to offer a wide range of fabrics, colors, and textures to our customers. This selection allows each of the stores to pick prints and colors that represent their style while allowing them to have a different look than the store down the street.


eINSIDER: So many of these collections adapt well to crossing over and coordinating well with other Moda collections. With so many different designers working independently, how does that synchronicity happen?


ALEXANDER: Cheryl Freydberg, Vice President of Design, works with the Moda designers to continue with a consistent look so that the newest lines complement any of the remaining pieces on the store shelves. Each of the designers study trends and also receives feedback from their customers, allowing them to stay on top of these types of shifts in their design submissions. We have also been working with the same mills for more than 25 years, and they translate the artwork beautifully.


eINSIDER: What can you tell us about the Piece and Comfort Challenge and the associated collections, Because of the Brave and Red, White & Free?


ALEXANDER: This was the brainchild of one of our sales people, Stephanie Hove. Stephanie was a newlywed when her husband, Tom, was deployed. She quickly realized the sacrifices the military families make and wanted to do something about it.  Stephanie worked with the art department at Moda to create the Because of the Brave fabric line. Once Sandy Gervais heard about this program, she wanted to be a part with her newest line, Red, White & Free. Sandy even designed a pillowcase panel that includes the pre-printed words, “Thank You.” It can't get any better than that.


The Piece and Comfort Challenge is a way for quilters to share their craft by making quilts for not only the soldiers, but also the families. It is Stephanie's vision to keep the quilts local by distributing them to local service members, creating a bond and kinship between the quilt stores, quilters, and military families of all branches.


To read the complete blog post, please go to:


eINSIDER: What can quilt shop owners and retailers expect to see from Moda at spring Quilt Market?


ALEXANDER: Spring Quilt Market…oh my! The lineup of designers continues to grow with

Betsy Chutchian debuting Eliza's Indigo. Betsy has written several books and specializes in reproduction fabrics.


Corey Yoder of Little Miss Shabby is joining us with her take on fabric and quilting. Corey has been featured in countless magazine publications, has several projects on Moda Bake Shop, and is the author of several patchwork and quilting books.


1Canoe2 is famous for their letterpress graphics. Now some of the same artwork will be available on cloth.


A mother-and-daughter design team will be joining our ensemble. Sherri and Chelsi of A Quilting Life will introduce the Bright Sun fabric collection, available in stores in October 2015.


These are just a few of the new designers that will be joining us. We will also be introducing a new precut and tin collector's series.


eINSIDER: Are there any little hints you can share about what they can expect in the spring Moda booth design that will be new, surprising, and fun?


ALEXANDER: The most challenging and rewarding part of my job is coming up with a new booth concept twice a year that really showcases the wide range of fabrics featured. Along with the logistics of planning for 40 salespeople, a two-day set-up, and a five-hour take down, the marketing team strives to create a concept that is something the stores can go back and emulate in their store displays.


Moda’s Best-Booth-Award-winning display from the 2014 Spring Quilt Market.


Once the booth concept is created, the booth designer, Holly Hickman, coordinates the color palette and hand-makes the display pieces. Our goal is to inspire and re-charge our customers who have invested in attending Quilt Market not only by the products that we offer, but also by the displays and in telling our story.


I can't tell you much more, but I can give you a clue: “Sew, a needle pulling thread…”






feminine noun

1. fashion (uso, manera); craze (furor pasajero)

• estar de moda to be fashionable or in fashion

• el escritor/restaurante de moda the most fashionable writer/restaurant at the moment

• ponerse de moda to come into fashion

• ir a la última moda to wear the latest fashion




International Quilt Festival/Chicago

March 26-28

Classes begin March 26

Donald E. Stephens Convention Center

Rosemont, Illinois, USA


International Quilt Market/Minneapolis

May 15-17

Classes begin May 14

Minneapolis Convention Center

Minneapolis, Minnesota, USA


Quilt! Knit! Stitch!/Portland

August 13-15

Classes begin August 13

Oregon Convention Center

Portland, Oregon, USA


International Quilt Market/Houston

October 24-26

Classes begin October 23

George R. Brown Convention Center

Houston, Texas, USA


International Quilt Festival/Houston

October 29-November 1

Preview Night October 28

Classes begin October 26

George R. Brown Convention Center

Houston, Texas, USA


NOTE: Quilt Market is a credentialed
trade show only, and not open to
the public.

For information on these or any other Quilts, Inc. shows, visit www.quilts.com



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Prints from Moda’s Red, White, & Free collection, designed by Sandy Gervais, featuring patriotic prints on red, cream, navy, light blue, and free stone backgrounds.

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Suite 550

Houston, Texas 77063



Telephone (1) 713.781.6864

Fax (1) 713.781.8182

e-mail: shows@quilts.com

News and Trends from International Quilt Market