The Montreal Fashion & Design Festival celebrates its 10th anniversary at the
Montreal Eaton Centre

Starting August 4th, fashion takes over.

MONTREAL, Aug. 4 /CNW Telbec/ - As part of the 10^th edition of the Montreal Fashion & Design Festival, the Montreal Eaton Centre is proud to highlight the past and present of the Festival. This Festival, unique in its style, is the perfect window of opportunity for local designers and retailers to showcase their talent. The Montreal Eaton Centre is proud to be a partner of the event, since the Festival truly represents what fashion is all about and coincides with the centre's vision, having previously provided its space to contemporary Montreal Artists.

ONE CITY; ONE FESTIVAL 10 years of emotions around eternal fashion

Founded in 2001 by Sensation Mode, the Montreal Fashion & Design Festival celebrates its 10^th anniversary this year. In order to honor the Festival's 10^th anniversary, the Montreal Eaton Centre reviews the wonderful story of this glamorous fashion festival that has only gained momentum over the years, completely transforming and taking over Downtown Montreal.

From August 4 until August 22, fashionistas and fashion lovers can relive and reminisce « this happening, that blends music and fashion on open-air stages, has become a customary venue for Montrealers » (La Presse). The exposition puts forth the favorite moments from the past 10 years, the new events highlighted every year, the bringing together of fashion and music, and reliving the emotional moments. Presenting the artists behind de scenes, the local fashion businesses, the artists who graced the runway, the main highlights of fashion events, the music and of course design, the exposition presents the Best of the past 10 years.

And not to be missed! Montreal designer, Helmer, has fashioned a sumptuous dress created from the official programs released by the Festival over the past 10 years. This piece of art will also be showcased as part of the exposition in the McGill College Corridor.

ONE FESTIVAL; ONE MEDIA The main highlights of the event, LIVE on-line on www.districtmontreal.com

The Montreal Eaton Centre invites all those who cannot attend the Montreal Fashion & Design Festival to log onto www.districtmontreal.com, where they will be able to view live performances, see what happens backstage, and discover the main highlights of the 10^th edition.

ABOUT SENSATION MODE

GROUPE SENSATION MODE: CELEBRATING TEN YEARS OF FASHION AND DESIGN PROMOTION

The year 2010 marks the prestigious 10^th anniversary of Sensation Mode! Back in 2000, Sensation Mode began as a small company with a big idea - to promote fashion and design to the world. An explosive and energy-charged decade later, Sensation Mode now produces and presents the biggest Canadian and international fashion events while creating new and exclusive concepts such as the Montréal Fashion and Design Festival, the Fashion Theatre (in Berlin, Tokyo, New York and London) and Montréal Fashion Week, which includes Le Showroom concept. Throughout the last ten years Sensation Mode's innovative events have become an increasingly visible portal for the creativity and talent of fashion designers. With partnerships in major international cities such as Paris, Berlin, Milan and Tokyo, Sensation Mode is proud of its prestigious position among the leaders in fashion and design in North America.

About the Montreal Eaton Centre

Located at the corner of rue Sainte-Catherine and McGill College Avenue, in the heart of downtown Montreal, the Montreal Eaton Centre welcomes more than 28 million visitors every year, and houses 175 boutiques, services, and restaurants, along with the largest free Internet Zone in the downtown area. The Montreal Eaton Centre is at the hub of an extensive underground network that measures more than 32 kilometres, with a direct connection to the McGill Subway Station, which is used by 11 million passengers every year. The Montreal Eaton Centre is owned and managed by Ivanhoe Cambridge.

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