CALLING ALL ASPIRING FASHIONISTAS!

Pickering Town Centre presents its back-to-school Style Lounge featuring a special appearance by Canada's Next Top Model Cycle 2 contestant, Gina Guimont

TORONTO, Aug. 23 /CNW/ - The school of style is officially in session!  As summer comes to an end, it's time to shift gears and get into a fall state of mind--which means back-to-school shopping and amazing fall fashions.

On August 23, 2010 Pickering Town Centre will launch Find Your Style, Flaunt Your Style--an experiential campaign that encourages teens/tweens to express themselves through fashion in the Centre's first ever Style Lounge. This unique experience is exclusive to teens/tweens. Hence, it's uncool for parental units to hang out! Located on the main level of the mall, across from Centre Court, this hip, funky, teen-centric space sports sleek décor, cool couches, black velvet drapes, Xbox games, teen magazines, and flat screen TVs. Hours of operation: August 23, 2010 through September 5, 2010. Weekdays: Noon to 8:00 p.m. Weekends: Noon to 6:00 p.m.

Pickering Town Centre's Style Crew will be on-hand to help teens/tweens perfect their trendsetting looks with fashion styling and advice, hair and make-up tips (complimentary make-up and hair supplies included). For additional inspiration, this season's teen fashion, from the Centre's retailers, will be on display inside the lounge. "Teens and tweens understand style and are always in the know when it comes to what's new and what's hot. We wanted to create a space where they can chill out, be themselves, and tell us what they want to wear this season," said Lorna Murphy, Marketing Director, Pickering Town Centre.

To up the style quotient, Gina Guimont, professional model with Elmer Olsen Model Management and Canada's Next Top Model - Cycle 2 contestant, will be making a special Style Lounge appearance on Thursday, August 26, from 1 p.m. to 3 p.m.  In addition to signing autographs and posing for photos with fans, Gina will participate in a brief Q&A, and share her opinions on finding and defining your individual style.

As part of the Find Your Style, Flaunt Your Style back-to-school campaign, Pickering Town Centre is holding a casting call---inviting aspiring teen/tween fashionistas to show up at the Style Lounge decked out in their favourite looks. Participants will be photographed, against a professional backdrop, and receive a complimentary model comp card via e-mail. Photos will be uploaded to Pickering Town Centre's facebook fan page. Individuals can also share their comp cards on-line with friends. For details, visit http://www.findyourstyleonline.com/. Aspiring fashionistas can also enter a ballot for a chance to win a $250 Pickering Town Centre shopping spree.

On Friday, September 24, Pickering Town Centre will present the Flaunt Your Style Teen Fashion Show at 7 p.m.  Models chosen by the shopping Centre from uploaded comp cards will each receive a $50 Pickering Town Centre gift card, and the opportunity to walk the runway in a fashion show featuring looks from the Centre's retailers.  The giving does not stop there. To help ensure that kids in the local community get the supplies they need for back-to-school, Pickering Town Centre is once again partnering with the United Way of Ajax-Pickering-Uxbridge on their 11th annual School Supply Drive.

Cash donation boxes will be available throughout the shopping Centre. All proceeds will go towards helping out local kids who can't afford basic school supplies. Visitors to the Style Lounge can also support this United Way campaign with a voluntary Twoonie donation. "With support from our shoppers, our retailers, and local agencies, this program has helped make a difference in the lives of thousands of children," said Ms. Murphy.  "As the need in our community continues to grow, we again ask for the public's help with this year's School Supply Drive. Our goal is to help children in our community get off to a great start this back-to-school season."

Pickering Town Centre is a one million square foot shopping Centre located at Kingston and Liverpool Roads in Pickering, Ontario and is owned and operated by the Ontario Pension Board and managed by 20 VIC Management Inc. The shopping Centre currently offers over 200 stores and services under one roof including The Bay, Sears, Famous Players, Zellers. Pickering Town Centre's website can be found at href="http://www.pickeringtowncentre.com">www.pickeringtownCentre.com

SOURCE PICKERING TOWN CENTRE

For further information: For further information:

Brenda Maynard-Richardson, Xen Communications
t: 416.628.3832 e:
brenda@xencom.ca

Jumol Royes t: 416.220.9573  e: jumol@jsquared2pr.com

Lorna Murphy, Marketing Director, Pickering Town Centre
t: 905.831.6066 ext. 227  e:
lmurphy@20vic.com

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PICKERING TOWN CENTRE

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