MONTREAL - Target is making first foray into Quebec through a newly announced partnership with Montreal Fashion Week.
The U.S. discount giant revealed on Tuesday its plans to team up with the semi-annual style showcase.
Target said it will establish a "strong presence" throughout the event which runs Sept. 4-7 at Arsenal, a contemporary art complex, with Mitsou Gélinas named fashion ambassador for the brand during the week.
As part of its partnership with both Gélinas and the event, the company said it will also be producing multimedia content for its digital platforms.
Sensation Mode co-president Jean-François Daviau, whose firm organizes Montreal Fashion Week, said that they were "extremely proud" to be partnering with Target for the event's 23rd edition.
"They have collaborated with iconic designers like Missoni and the late Alexander McQueen. We see their involvement with Montreal Fashion Week as a positive sign for Montreal's fashion industry," he said in a release.
Beginning next year, the Minneapolis-based retailer plans to open 125 to 135 stores in Canada, with the first stores opening in Quebec in the fall.