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PROJECT RUNWAY CANADA FINALIST DESIGNS SPRING 2010 PLUS SIZE CAPSULE COLLECTIONS FOR ADDITION ELLE AND MXM BRANDS

Montreal, January 18, 2010 …Talented new designer, Jessica Biffi, a finalist in the Project Runway Canada (season 2) design contest, is one of the most loved personalities to appear on the hugely popular show on Global Television. Fun, bubbly and creative, Jessica’s design expertise shone through all the tough assignments she faced on the series. Now, following her participation in LG Fashion Week in Toronto, and recognized as a rising star in the Canadian fashion industry, Jessica’s latest project is to design two separate capsule collections, for national retailer, Addition Elle, and for the MXM brand, both plus size divisions of Reitmans (Canada) Limited.

The official launch event will be at Toronto’s LG Fashion Week in March, 2010, and the two collections will be available in select stores across Canada starting April 1st, 2010. Customers can also shop online at additionelle.com and MXM.ca.

Aged 26, born and raised in Guelph, Ontario, Jessica honed her fashion design talents as a student in the fashion programme at Ryerson University, graduating in 2006 and then working as a visual merchandiser at Addition Elle in Toronto. Connecting with plus size women first hand gave Jessica important insight into customers’ wants and needs, a perspective that she has used as the basis for the two very different plus size collections she has designed.

“Although very diverse, each collection includes a thread of similarity including elements of gold detailing and embellishments, and my signature feminine draping and pleats with touches of tailoring,” says Jessica Biffi. “The Jessica Biffi for Addition Elle, features contemporary, sophisticated styling; clean, simple lines with pops of brilliant colour, and a phoenix-inspired, graphic feather print. At the other end of the spectrum and in keeping with its cool, trendy image, the MXM collection, Bold Biffi for MXM, is hip, youthful, and exotic – inspired by the culture, colours, embellishments, and traditional clothing of evocative countries such as India and Morocco.”

The ‘Bold Biffi for MXM’ collection will be available exclusively at 40 Penningtons stores across Canada and the signature ‘Jessica Biffi for Addition Elle’ line will be carried by 30 select Addition Elle stores. Customers who shop at these locations may have an opportunity to meet Jessica Biffi as she crosses the country to make personal appearances during the month of April -- a great opportunity for her to mingle with shoppers, and likewise, for them to meet this effervescent and excitingly innovative designer who has already made her mark on the Canadian fashion scene.

“We are thrilled to have Jessica design for our customers,” says Kerry Mitchell, President of Addition Elle and MXM. “With her experience on Project Runway Canada and retail background in the plus size segment of the fashion industry, we are confident that each of the spring 2010 capsule collections she has designed will appeal to our broad consumer base, from youthful street chic to contemporary work-to-weekend wear. Jessica has her own unique interpretation of what style is all about – fresh, original, and fashion forward.”

The current ‘Biffi Buzz’ from Addition Elle and MXM is that Jessica Biffi will be a guest blogger on the corporate blog (http://blog.1-plus.com) and Facebook fan pages so that customers can get a sneak peak at what’s to come … and later there will be video ‘teasers’ … and a lot of ‘tweeting’ as things progress. Stay tuned for updates!

About Reitmans Fashion Group

Addition Elle

Addition Elle’s mission is to celebrate the “body confidence” of its plus-sized 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 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 penningtons.com.

MXM

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. 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.

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Media Contact: Celia Love, 905-513-1889 or 416-464-7534 e-mail: celia@blessingtonlove.ca