Sainte-Catherine street West | Source : Tourisme Montréal | Photographer : Pierre-Luc Dufour
While our focus is always on promoting local fashion in its many shapes and forms, there's no reason we shouldn't stop and take notice when major labels decide to call Montréal home. This is precisely what the house of Armani has done, setting up its A|X Armani Exchange banner right on Sainte-Catherine Street, in the city's downtown core, on June 28. This noteworthy opening raises an interesting question: Is Montréal a choice destination for the world's biggest brands?
For some foreign retailers, our precious metropolis remains a challenge where language is concerned. On the other hand, trend and marketing experts from leading institutions view Montréal as a market with an assertive personality and an inspiring setting like no other. There's a reason this city is known as the fashion capital of Canada, and its unique blend of North American style and European flair is something Diesel, DKNY, Tiffany & Co., UGG Australia, Sephora and Lacoste L!VE have all caught on to.
You can't deny that a city's fashion DNA is defined by its local craftspeople, but the selection of world-class labels available to consumers can only serve to reinforce it. The presence of big international fashion houses is a fundamental trait of any fashion-forward city and should be a source of pride. So, to the question stated above, the answer would of course be a resounding "yes!"