SEPTEMBER 4-7, 2012 | 23rd EDITION - Montreal fashion week

montrealfashionweek.ca

SEPTEMBER 4-7, 2012 | 23rd EDITION - Montreal fashion week

PARTICIPANT’S

GUIDE

SEPTEMBER 4-7, 2012 | 23rd EDITION

L'ARSENAL | GRIFFINTOWN

SENSATION MODE | #MFW 23 | MONTREALFASHIONWEEK.CA


The platform for unveiling your S/S 2013 COLLECTION


| Montreal Fashion Week

TABLE OF CONTENTS

FOREWORD FROM THE PRESIDENTS

AN INTERNATIONAL “RENDEZ-VOUS”

WHAT THE MEDIA’S SAYING

3 TYPES OF FASHION SHOWS:

- MAIN HALL FASHION SHOW

- GALLERY SHOW

- OFF-SITE EVENT

PROMOTION PLAN

SPONSORS

CHECKLIST

| Participant's Guide

03

04

05

06

07

08

09

10

11

12


| Montreal Fashion Week

PROUD PRODUCERS OF MONTRÉAL

FASHION WEEK

| Participant's Guide

FOREWORD FROM THE PRESIDENTS

For its 23rd edition, Montréal Fashion Week is taking over the Arsenal.

A former 40,000-square foot shipbuilding site converted into an art

gallery in 2011, it is located at the very heart of Griffintown, a neighbourhood

in the throes of revitalization just west of Old Montréal. A

world-class art facility, the Arsenal becomes, for this event, the nerve

centre of the fashion industry.

Part of the international fashion calendar for several seasons now,

MFW emerges as a preferred stopover for taking in Montréal’s talent

and creativity on the eve of New York Fashion Week.

This strategic positioning chosen by Fashion Week has proven to be

fruitful, as demonstrated by the City of Montréal’s recent inclusion on

the Global Language Monitor’s list of the Top 50 international fashion

capitals.

Moreover, in an effort to contribute to the outreach of Montréal fashion

on the world stage, Fashion Week developed a rate structure better

suited to the aspirations and needs of its designers.

These new features should help make MFW the main destination of

independent Canadian designers, who benefit from the growing interest

of local and foreign buyers and media.

By becoming an integral part of Montréal’s artistic hub, MFW soaks

in the creative thrust of Canada’s cultural capital. Hats off to fashion!

Hats off to Montréal!

Chantal Durivage,

Coprésidente

03

Jean-François Daviau,

Coprésident


AN INTERNATIONAL “RENDEZ-VOUS”

HUNDREDS OF NATIONAL AND

INTERNATIONAL BUYERS :

Akira, United States

Amelia’s Apparel & Accessories, United States

Barbara Jean, United States

Barcelino, United States

Conley’s Country Casuals, United States

Cristina Boutique, United Kingdom

Cybil Scott Boutique, Canada

Daidoh International Limited,, Japan

Dgqt, Japan

Duo Moda, United States

Embelish, United States

Heart & Soul, United States

Hersh’s Inc, United States

Jack And Jill, Vancouver

Janeeska, United States

Les Galerie Lafayette, Germany

Lit Boutique, United States

Look Inc., Japan

Mammima Co Ltd, Japan

Maxine’s, United States

Moda Expo, United States

Plush Boutique Sheppard & Tucker Inc., United States

Shopgirls Gallery, Toronto

Stuppan Straüli, Switzerland

Styling Life Holdings Inc., Japan

Takashimaya, Japan

The 6th Man Co., Ltd, Japan

The Emporium, United States

Toucan Boutique, United States

United Arrows, Japan

04

MORE THAN 400 NATIONAL AND

INTERNATIONAL MEDIA ACCREDITED :

Condé Nast, United States

Dazed and Confused, United Kingdom

Elle Canada, Canada

Fashion Mag, France

Fashion Reporters, Russia

Fashion Windows, United States

Fashion Wire Daily, United States

GQ, Japan

Harper’s bazaar, Mexico

JNC, Germany

Just Luxe, United States

LA Time, United States

L’Officiel, Russia

Luxsure Magazine, France

MAXIMA, Mexique

Modeonline.com, France

National Post, France

Pixel Fashion Mag, France

Raine Magazine, United States

Senken Shimbum, Japan

Sun Média, Canada

Wainscot Media, United States


| Montreal Fashion Week

WHAT THE MEDIA’S SAYING

photo: Sebastien Roy | MFW 22

photo: Sebastien Roy | Melissa Nepton | MFW 22

| Participant's Guide

« Avec une organisation aussi visionnaire, structurée, rigoureuse et

bien rodée, pouvant compter sur l’appui de partenaires de premières instances,

la SMM doit compter sur la participation de tous les intervenants

du milieu pour faire rayonner le style incomparable de Montréal. »

L’apothéose en défilé de Clôture, Le Devoir, Jean Claude Poitras, 12 fév. 2012

« Fashion is about the pursuit of the new and, as such, being first

out of the gate matters greatly in establish yourself trendsetter.

From that perspective, the 22nd edition of Montréal fashion week is

well ahead of the pack as the first in a series of fashion

weeks to be staged across north america on the 2012 calendar.

Some of the Québec’s biggest designers will showcase. »

Coming up, Globe and Mail, Deirdre Kelly, Feb 4 2012

« Colour, style and joie de vivre were out in full force, as Montreal Fashion

Week kicked off to a jolie start, just days ahead of fashion week in

New York. The shows may be in Montreal but their reach extends

nationwide and provide an early forecast of next fall and winter’s trends. »

Montreal Fashion Week calls for the wild Designers let the feathers, fur fly,

QMI Agency, Sunmedia, Heather Toskan, Feb 17 2012

« As it stands now, Montreal Fashion Week set up against other

Canadian fashion weeks, is the most fashionable. It doesn’t have as corporate

a feeling as Toronto. »

Carly Stojsic, Canadian market Editor for WGSN - The Gazette,

15 septembre 2011

« Dix neuf défilés, quatre mini-shows, deux présentations hors site

marquent dans leur ensemble une harmonisation vers un niveau de

fashion week internatinonal. »

Jean-Paul Cauvin, Fashion Daily News, 21 février 2011

« Fashion Week in Montreal has shown that there is not only a

huge potential for developement of international brands of pret-aporter,

but also innovative and creative projects that we have not seen

before in Paris or Milan or new York. »

Lydia Bardina, russian.fashionreporters.com, February 9th and 10th, 2011

05


| Montreal Fashion Week

3 TYPES OF FASHION SHOWS

photo: Sébastien Roy | Marie Saint Pierre | MFW 22

photo: Allen McEachern | Melissa Nepton | MFW 22

photo: Sebastien Roy | DUY | MFW 22

photo: Jimmy Hamelin | Dinh Bà | MFW 22

| Participant's Guide

IN ORDER TO CREATE A BALANCED SCHEDULE, MFW RESERVES THE RIGHT TO CHOOSE THE TIME-SLOT.

photo: Jimmy Hamelin | Lyn par Jocelyn Picard | MFW 22

photo: Sebastien Roy | MFW 22

06

photo: Jimmy Hamelin | Muse par Christian Chenail | MFW 22

photo: Jimmy Hamelin | Martin Lim | MFW 22


| Montreal Fashion Week

MAIN HALL FASHION SHOW

CLASSIC UNVEILING OF A COLLECTION | 30 LOOKS MINIMUM

photo: Jimmy Hamelin | Ève Gravel | MFW 22

| Participant's Guide

THE FOLLOWING ELEMENTS ARE INCLUDED IN A

MAIN HALL FASHION SHOW SHOW PARTICIPATION:

WORLD-CLASS INFRASTRUCTURES :

• 16 ft. x 100 ft. runway (5 x 30 m)

• Fashion show hall - capacity of 750 guests

• Podium welcoming 50 photographers/camera operators

• Central control room and professional sound equipment

• Customized music concept - meeting with our Music Director

• Coordination of your event

• General logistics on site

• Additional à la carte options available

PREPARATION OF YOUR MODELS

Up to 15 models*

• Backstage area for make-up, hairstyling (equipment included)

• Dressing rooms and quick change facilities

• Concept development with the hair stylist and make-up artists

• Hairstyling and make-up of your models – up to 15 models.

• Experienced dressers (12-15 dressers available for each show,

according to the number of models)

* Models must be registered with professional agencies. Charges are at

the designers’ expense. Additional hair and make-up fees will apply to

shows with more than 15 models. MFW accepts no models under 16 years

of age.

VIP TREATMENT FOR YOU AND YOUR GUESTS

• 150 complimentary tickets

• Backstage accreditation: designer’s team (maximum 10) and models

• Designer Lounge - VIP area for your media interviews

• Bar service for your guests ($)

• Catering service for your guests ($)

• VIP team to assist your hosting team

• Ushers

• Media reception team

EXCEPTIONAL VISIBILITY FOR YOUR COLLECTION

• Press room with IT equipment and WIFI access

• General MFW press relations (MFW does not handle press relations

• specific to your launch)

• Team of professional photographers

• Video podcasting team

• Team live streaming your show and interviews

PROMOTION PLAN INCLUDED WITH YOUR PARTICIPATION

please refer to page 10

07

1,500 $


| Montreal Fashion Week

GALLERY SHOW

COLLECTION LAUNCH – FASHION INSTALLATION OR RUNWAY MODE | 20 LOOKS MINIMUM FOR A FASHION SHOW

photo: LP Maurice | Nui | MFW 21

| Participant's Guide

THE FOLLOWING ELEMENTS ARE INCLUDED IN

GALLERY SHOW PARTICIPATION:

WORLD-CLASS INFRASTRUCTURES

• 56 ft. x 8 ft. (17 x 2.5 m) runway

• Gallery hall - capacity of 200 guests

• Central control room and professional sound equipment

• Customized music concept - meeting with our Music Director

• Coordination of your event

• General logistics on site

• Additional à la carte options available

PREPARATION OF YOUR MODELS

Up to 7 models*

• Make-up and hair styling room (equipment included)

• Dressing and preparation rooms

• Concept development with the hair stylist and make-up artists

• Hairstyling and make-up styling of your models – up to 7 models.

• Experienced dressers (3-5 dressers per show, according to the

number of models)

* Models must be registered with professional agencies. Charges are at

the designers’ expense. Additional hair and make-up fees will apply to

shows with more than 7 models. MFW accepts no models under 16 years

of age.

VIP TREATMENT FOR YOU AND YOUR GUESTS

• 75 complimentary tickets

• Backstage accreditation: Designer’s team (maximum 10) and

models

• Designer Lounge - VIP area for your media interviews

• Bar service for your guests ($)

• Catering service for your guests ($)

• VIP team to assist your hosting team

• Media reception team

EXCEPTIONAL VISIBILITY FOR YOUR COLLECTION

• Press room with IT equipment and WIFI access

• General MFW press relations (MFW does not handle press

relations specific to your launch)

• Team of professional photographers

• Video podcasting team

PROMOTION PLAN INCLUDED WITH YOUR PARTICIPATION

please refer to page 10

08

1,000 $


| Montreal Fashion Week

OFF-SITE EVENT

ENJOY THE PRESENCE OF PRESTIGIOUS MFW GUESTS AND BE PART OF THE INTERNATIONAL FASHION WEEK CIRCUIT BY

PRESENTING YOUR COLLECTION WITHIN THE FRAMEWORK OF AN OFF-SITE EVENT.

photo: Allen McEachern | Denis Gagnon | MFW 21

| Participant's Guide

THE FOLLOWING ELEMENTS ARE INCLUDED IN AN

OFF-SITE EVENT PARTICIPATION:

• Inclusion of your event in the official Montréal Fashion Week program

• Media reception team

• General MFW press relations (MFW does not handle press

relations specific to your launch)

• Interview with an official MFW blogger (carried on MFW’s blog and

Facebook)

• Team of professional photographers

• Video podcasting team

• Official banner (delivered and installed in your off-site venue)

• Delivery of the MFW program to e location of your event

• FOUR SQUARE offensive

• Promotion plan included with your participation – details on

page 10

ALSO AVAILABLE À LA CARTE:

• Professional DJ equipment: cutting-edge DJ equipment delivered

to the location of your off-site

• DJ Service: meeting with the MFW Music Director, preselection of

the musical styles and live mixing for your show

• Hair & make-up services

• Catering service

Prix sur demande

750 $

Note: Models must be registered with professional agencies. Charges are

at the designers’ expense. MFW accepts no models under 16 years of age.

09


PROMOTION PLAN INCLUDED WITH YOUR PARTICIPATION

AN EXCEPTIONAL AUDIENCE!

MARKETING CAMPAIGN

• Over 5,000 copies of the MFW booklet distributed to guests

• A page on the MFW website with 300,000 hits annually, to showcase

your collectionincluding the following elements: photo and description

of your collection, logo, designer’s bio

• MFW’s newsletter sent to more than 20,000 subscribers

• More than 800,000 people reached through social media

• Online posting of photos and videos of your event on MFW’s website

and social media

• Worldwide broadcasting of the shows (classic catwalk) through

• MFW webtv

• A mobile application

PRESS RELATIONS*

• Press relations related to MFW’s overall program

• Designer Lounge - VIP area for your interviews

(only for l'Arsenal events)

• 400 accredited journalists

• Media reports available (for consultation)

• Press coverage table

• Distribution of your press kit in the Press Lounge

* Press and public relations activities conducted on behalf of MFW promote

the fashion week in general and showcase participating designers.

To maximize their impact and visibility, each participant must have his own

public and press relations team and conduct his own campaign.

photo: Sébastien Roy | MFW 22

10


| Montreal Fashion Week

AT

L'ARSENAL

OFF-SITE

photo: Sebastien Roy | MFW 22

AVAILABLE CATEGORIES

• Hair accessories and equipment

• Shoes

• Modeling agencies

• Accessories (fashion)

• Services (ex: stylists, art

director, etc.)

• Beverages (juice)

• Financial institutions

• Airlines, railway companies

• Telecommunications

• Photographer/Videographer

• Electronics

• DJ

AVAILABLE CATEGORIES

• Shoes

• Modelling agencies

• Hair accessories and equipment

• Accessories (fashion)

• Services (ex: stylists, art

director, etc.)

• DJ

• Photographer/Videographer

• Beverages (wine, alcohol,

water, juice, energy drinks, etc.)

• Catering

• Cars

• Financial institutions

• Airlines, railway companies

• Telecommunications

• Electronics

| Participant's Guide

VISIBILITY OPPORTUNITIES FOR YOUR SPONSORS

SPONSORSHIPS OF ANY CATEGORY MUST BE APPROVED BY MFW

UNAVAILABLE CATEGORIES

• Cosmetics

• Garment care accessories

• Beverages (beer, wine, alcohol,

water, energy drinks, etc.)

• Catering

• Cars

UNAVAILABLE CATEGORIES

• Cosmetics

• Garment care accessories

• Beverages (beer)

11


CHECKLIST

JULY 2012

20: MFW23 registration deadline

20: Deadline for receipt of designer’s material:

1- Designer’s photo (high-resolution .jpeg)

2- Photo of the S/S 2013 collection (high-resolution .jpeg)

3- Designer’s biography (50 words English/French)

4- Description of the F/W 2012-13 collection (50 words English/French)

5- Designer’s logo (EPS or .AI)

AUGUST 2012

01: Unveiling of the official MFW23 program

17: Deadline for the approval of your sponsors (if applicable)

17: Reception of your backstage accreditation list

31: Deadline for final MFW23 participation payment

SEPTEMBER 2012

04-07: Montréal Fashion Week – 23rd edition

photo: Jimmy Hamelin | Marie Saint Pierre | MFW 22

12

More magazines by this user
Similar magazines