Penningtons features Canada's Plus Size Model Search winner and finalists in Fall 2009 promotional campaign

    Penningtons continues to promote a positive image for Canadian plus size

    MONTREAL, Aug. 12 /CNW/ - The top ten finalists from Canada's Plus Size
Model Search are all beautiful, confident and self assured women, and
definitely proud to be plus sized and fashionable. They are an inspiration to
like-sized women across the country and reflect a new and exciting perception
of 14+ models in the eyes of consumers -- now is the time for 'real' women to
be recognized as fashion and beauty icons.
    Building on the momentum and overwhelming success of Canada's Plus Size
Model Search which concluded in March at LG Fashion Week in Toronto, each of
the ten finalists will appear in a variety of different media as part of
Penningtons' fall advertising and promotional materials -- MXM's campaign will
showcase Quebec City finalist, Audrey Tremblay. As featured models, the ten
finalists, who have already achieved celebrity status through the contest,
will project a fresh and appealing image for the fall season.
    "The strategy to feature Canada's Plus Size Model Search finalists
reinforces our continued efforts in promoting a positive image of Canadian
plus size women and our commitment in going beyond a simple consumer contest,"
says Marie Boulais, Director, Marketing and Visual Presentation for
Penningtons and MXM. "This season's fashions are as exciting as the women who
will be modeling them and we look forward to seeing the reaction from our
customers who were so supportive of the contest when we launched it earlier
this year."
    Look for Canada's Plus Size Model Search winner, Brittney Fisher from
Vernon, BC, and the other finalists as of August 12th, when Penningtons and
MXM (plus size divisions of Reitmans Canada Ltd) kick off the new season with
in-store merchandising and window displays, consumer direct mail pieces and
flyers, and outdoor advertising. Also, look for Penningtons and MXM ads,
featuring several of the finalists, in the September issue of 'LOULOU FOR
YOU', the magazine's plus size supplement which will highlight all the latest
tips and trends for fall fashions.
    At Penningtons, the focus is on fabulous transitional looks from classic
to contemporary: easy-to-coordinate items that can be worn to work or for
casual weekends. Sizes range from X-6X and 14-32 in regular, and 14-28 in
petite. Customers can find all their one-stop shopping needs at Penningtons
... from fashion apparel to bras, lingerie and sleepwear.
    For fall, MXM revs up the vibe with fun, layered looks and its own Denim
Collection featuring silhouettes and styles to fit just about everyone in
sizes 14-26, from low-rise skinny to basic bootcut -- in shades of light denim
to dark blue and black washes. Also launching in select stores is 'MXM Premium
Denim' - a selection of premium denim styles with ornate detailing and
cutting-edge wash treatments.
    "We started Canada's Plus Size Model Search contest because we really
wanted to show diversity in fashion," says Trudy Crane, Vice-President of
Marketing and Visual Presentation for Penningtons. "For many of the finalists,
participating in the contest and being featured in our advertising campaign is
a chance for them to be role models. The contest has brought a new degree of
self-esteem to many women and also challenges the concept of what being
beautiful is all about."

    About Reitmans Canada Ltd


    With over 160 locations across Canada, Penningtons is known as the
"destination store" for plus sized women. Offering a great selection of
contemporary and classic fashions including lingerie, sleepwear, outerwear,
accessories and hosiery, Penningtons makes it easy for its customers to find
looks they'll love at unbeatable prices, both in-store and online at


    In less than a decade, MXM has become Canada's premier 14+ fashion brand!
Ever since it was first introduced, MXM took the plus sized market by storm
and quickly grew in popularity by featuring the latest looks. Young 14+
fashionistas across Canada can find MXM in all Penningtons stores and the
majority of Addition Elle locations, as well as at the online shop at

    Finalists: Brittney Fisher, BC (overall winner), Chantelle Thompson, AB,
Sonia Farquharson, ON, Liz Fawcett, ON, Zara Hemmings, ON, Julia Pegg, ON,
Jenny Smith, ON, Cathy Iadinardi, QC, Sophie Poisson-Bispo, QC, Audrey
Tremblay, QC

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Contact for LOULOU magazine, Liv Judd, Toronto
Market Editor, Office: (416) 764-1577, cell: (416) 558-4949, E-Mail:; Contact for Penningtons and MXM, Celia Love,
Blessington Love PR, Office: (905) 513-1889, cell: (416) 464-7534, E-Mail:

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