MONTREAL, May 12, 2010 / — From August 4 to 7, the heart of downtown Montreal will beat to the rhythm of the Montreal Fashion and Design Festival, which celebrates this year its 10th anniversary.

The largest outdoor event of its kind in North America, the Festival will take over McGill College Avenue between Maisonneuve and Place Ville-Marie, and becomes the leading vehicle for the consumer launch of international collections.

True to its origins, the MFDF remains an avant-garde happening creating a “New Year of Fashion” by inviting fashionistas to start out anew, offering them an opportunity to redefine their style!

More than just a Montreal window on what’s new and what’s hot, the MFDF will also showcase previews of wild multidisciplinary performances presented exclusively for Montrealers within a framework enshrining the Festival’s core values: avant-gardism, creativity, openness.

As it has done for a decade, the MFDF not only provides a window on Montréal trends, it also offers festivalgoers an opportunity to soak in an intense fashion and design ambience peppered by unique outdoor multimedia performances on hot Montréal nights. In an exhilarating, freewheeling ambience, the public will be treated to fabulous fashion shows along with live performances by well-known singers, musicians and DJs.

The Festival attracts than 550,000 visitors and presents 100-plus well-known designer labels and collections, musical performances, design in real time, entertainment and an absolutely unique ambience. Free activities open to all!

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Photos by Jimmy Hamelin.