LOULOU and Addition Elle launch fall fashion collection for plus-size women

    TORONTO, Aug. 27 /CNW/ - Addition Elle and LOULOU magazine have once
again teamed up and are launching the second collection of plus-size fashions
under the LOULOU Limited Edition Collection banner. The spring '08 line was
greeted with overwhelming enthusiasm by customers and the fall lineup promises
to create the same level of excitement when the capsule collection is unveiled
at Fashion Party locations held at select Addition Elle stores across Canada.
    The fashion buzz at the Toronto, Calgary and Edmonton Fashion Parties
will be the on-site appearance of well-known celebrity stylist Lynn Spence,
who will meet and greet customers and give two lucky door-prize winners a
personalized fashion makeover which will include a fully styled and
accessorized Addition Elle outfit and a beauty makeover. The dazzling makeover
transformations will be presented at 8:30 p.m.
    The fall '08 LOULOU Limited Edition Collection reflects the fashion
expertise of LOULOU's top trend experts and editors, and Addition Elle's
proficiency in designing and manufacturing apparel for plus size women.
Available at 30 Addition Elle stores across Canada starting September 3, 2008,
the entire collection can also be viewed by shoppers at louloumagazine.com (in
the LOULOU 14+ section) or purchased online at additionelle.com.
    "Teaming up again with Addition Elle has been a rewarding experience,"
says Claude Laframboise, Editor-in-Chief of LOULOU. "The success of the LOULOU
Limited Edition Collection underlines how important it is to continue serving
this special customer and meeting her expectations in every way. At LOULOU we
want all our readers to be inspired by our magazine, including plus-size
fashionistas who are trend-savvy and have a passion for fashion."
    The fall '08 LOULOU Limited Edition Collection focuses on colour, texture
and silhouette, with vintage blue as a trendsetting shade for the season. Hot
new looks include a sexy rocker-chic biker jacket in black pleather, tops with
kimono sleeves, wide-legged pants with generous cuffs, and oversized collars
on sweaters. Wide belts carry through from spring as a staple fashion
accessory.
    "Our collaboration with LOULOU has marked the launch of a new era at
Addition Elle," says Addition Elle President Kerry Mitchell. "Working with
editors who are constantly searching for today's and tomorrow's hottest trends
has given us new direction and the confidence to expand our horizons for
customers who want runway styling as well as great fit, quality and value. The
fall LOULOU Limited Edition Collection embodies all of the important looks for
the season, and we are proud to be at the leading edge of fashion for our
loyal customers. We are also excited to announce that later in the fall we
will kick off a search with LOULOU to find Canada's Plus Size Model - a great
opportunity for any woman size 14 or over who aspires to have a career in
modeling."
    As with the inaugural launch of the LOULOU Limited Edition Collection,
LOULOU will once again feature LOULOU For You, a special 14+ fashion
supplement dedicated solely to plus-size styles. Scheduled to hit newsstands
on September 1, 2008, this pullout supplement pays tribute to plus-size women
and provides great inspiration and motivation on how to transition stylishly
into fabulous fall fashions. Interested readers will also find details in this
issue on how to sign up for the model search.

    About LOULOU magazine

    Launched in 2004, LOULOU is Canada's shopping magazine. Packed with
expert advice, amazing deals and unique finds, LOULOU delivers the hottest
fashion, beauty and lifestyle buys on the Canadian market - with complete
purchasing information for every item featured. With editions in English and
French, LOULOU is the perfect accessory for Canadian shoppers coast-to-coast.
For further information about LOULOU magazine, visit louloumagazine.com.
LOULOU is published by Rogers Publishing Limited (TSX: RCI; NYSE: RG), a
division of Rogers Media Inc. For further information about the Rogers group
of companies, visit rogers.com.

    About Reitmans Fashion Group

    Addition Elle

    Addition Elle's mission is to celebrate the "body confidence" of its
plus-size shoppers with an exciting array of contemporary and classic fashions
featured in its 130 locations across Canada. In addition to superb collections
of work and weekend styles, Addition Elle carries a beautiful selection of
intimate apparel, sleepwear, outerwear and accessories designed to address all
of its customers' lifestyle needs. Addition Elle fashions can be purchased
in-store or online at additionelle.com.

    Penningtons

    With over 160 locations across Canada, Penningtons is known as the
"destination store" for plus-size 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
penningtons.com.

    MXM

    MXM, Canada's premier junior 14+ fashion brand, is five years young and
going strong! Ever since its introduction, MXM has taken the junior plus-size
market by storm and quickly grown in popularity by featuring the latest,
hottest looks and trends. 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 mxm.ca.Fashion Party Dates and Locations
    ---------------------------------
    September 3, Toronto:    Addition Elle, 132 Yonge St.
                             Tel: 416-364-4973 Contact: Graciella

    September 3, Montréal:   Addition Elle, 724 Sainte-Catherine St. West
                             Tel: 514-954-0087 Contact: Danielle

    September 4, Hamilton:   Addition Elle, Queenston Place, 640 Queenston
                             Rd.
                             Tel: 905-560-1278 Contact: Beth

    September 9, Calgary:    Addition Elle, Market Mall, 3625 Shaganappi
                             Trail NW
                             Tel: 403-286-9806 Contact: Monique

    September 9, Calgary:    Penningtons, London Town Square, 3545 32nd
                             Ave. NE
                             Tel: 403-291-3133 Contact: Melody

    September 10, Edmonton:  Addition Elle, South Edmonton Common, 2038 99th
                             St.
                             Tel: 780-490-4276 Contact: Trina

    September 10, Edmonton:  Penningtons, Mayfield Common, 200 Mayfield
                             Common NW
                             Tel: 780-489-2851 Contact: Diana

    September 16, Halifax:   Penningtons, Halifax Shopping Center Annex,
                             7010 Mumford Rd.
                             Tel: 902-453-5620 Contact: Angela


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