News Column

Quebec Fashion Conquers Brussels in December

Dec 12 2012 12:00AM



MONTREAL, QUEBEC -- (Marketwire) -- 12/12/12 -- The Groupe Sensation Mode (GSM) team takes off for Brussels, Belgium today, where they will hold a fashion display highlighting the creations of eight Quebec designers. The showcase takes place December 13 and is in partnership with the Brussels Louise Association, an organization that holds annual public events in Brussels' chic Louise district during the holidays. Quebec is being featured this year and GSM was invited to promote Montreal as a fashion leader and cultural tourism destination.

Groupe Sensation Mode helped produce the official opening ceremonies for the association's event, which will begin with the illumination of the district's Place Stephanie with an art installation called "Polar spheres" created by Quebec artist Bernard Duguay. The luminous display won the hearts of Montrealers in 2010 during its debut at Place des Festivals. After the ceremonies, delegates from Brussels will make their way to the Sofitel hotel to attend a cocktail reception celebrating the launch.

The fashion portion of the inauguration was designed and produced by GSM, which sought to present a broad selection of local creations that represented all that Montreal fashion and arts have to offer. Eight of Quebec's designers will attend, including DUY, m0851, Mackage, Eve Gravel, Arielle de Pinto, ca va de soi, Marisa Minicucci, and Harricana.

Models from Dominique Models Agency of Brussels will showcase the designers' creations on two runways in an avant-garde setting with a Montreal signature. Model Amelie Lens, known for Martin Margiella's H&M campaign, will take part in the fashion event.

"We have been at work preparing for this event for months," said Chantal Durivage, co-founder and co-president of Groupe Sensation Mode. "Leading the creative process for this presentation has been an amazing experience and we intend on using this opportunity to increase our visibility and show off the talented designers of Quebec to everyone in Brussels. We look forward to the results that will come from the business meetings that we have ahead of us in Brussels."

The strong Quebec presence at the event this year is an opportunity for the Brussels Louise Association to promote itself with unique programming, while also commemorating the 40th Anniversary of the Delegation generale du Quebec in Brussels.

"The Louise District is lined with the biggest names, the most prestigious fashion houses and the greatest gourmet restaurants in Brussels," said Claire Hajadj, Director of Communications for Brussels Louise Association. "We have developed an exceptional and progressive partnership with Groupe Sensation Mode, which strengthens the prestige of our event in the eyes of our clients."

Several Quebec government organizations approached Groupe Sensation Mode, a Canadian leader with ties to Belgium, to add a fashion component to the event. This opportunity has been made possible thanks to the support of Elaine Zakaib, Minister for Industrial Policy and the Banque de developpement economique du Quebec, Pascal Berube, Minister for Tourism, the Ministere des Relations internationales, de la Francophonie et du Commerce exterieur and the Delegation generale du Quebec.

"We are pleased to support this event and to have this tremendous opportunity to highlight Quebec creativity and the talent of Montreal's designers," said Christos Sirros, Quebec Delegate General in Brussels. "This evening will mark the culmination of a year spent celebrating 40 years of Quebec's presence in Brussels. It is an exceptional opportunity to underscore its representative role to the people of Belgium, to European institutions and, most importantly, to nurturing the strong ties that bind Quebec and Brussels."

About Groupe Sensation Mode (GSM)

Following a decade marked by a myriad of activities, Groupe Sensation Mode continues to produce and present major fashion events in Canada and around the world. Renowned for its prestigious annual events such as Montreal Fashion Week and the Fashion and Design Festival, GSM has also created unique concepts such as the Fashion Theatre (on stages in Berlin, Tokyo, New York and London) and the Fashion & Opera Runway Show in Los Angeles. For the past 12 years, the innovative events organized by Groupe Sensation Mode have served as a brand, featuring the creativity and talent of designers. Thanks to partnerships established in a number of fashion capitals including Paris, Berlin and Tokyo, Groupe Sensation Mode is proud of its leadership position among the top fashion and design names in North America. For more information, visit

Valerie Marcoux
Torchia Communications
514-288-8290, ext. 214

Diana Gavrila
Torchia Communications
514-288-8290, ext. 222

Source: Marketwire