News Releases

Canada's Plus Size Model Search Kicks Off November 1, 2008

Nov 7, 2008

Addition Elle, Penningtons, MXM and LOULOU Magazine Partner with Specs
    Model Management to find a fresh, new plus size model and to celebrate
    full-figured women nation-wideMONTREAL, Nov. 7 /CNW/ - The launch of 'Canada's Plus Size Model Search'
is a cooperative initiative developed by the Reitman Group's plus size
divisions Addition Elle, Penningtons and MXM, LOULOU Magazine and
Montreal-based Specs Model Management. The first of its kind in Canada, the
Plus Size Model Search has been developed to create a nation-wide 'buzz' that
focuses on women size 14+ and to get across the message that plus is beautiful
not matter what your shape or size.
    "We are thrilled to partner again with LOULOU Magazine and for the first
time, with Specs Model Management on this new and exciting venture," says
Kerry Mitchell, president of Addition Elle and Penningtons. "The contest is an
extension of our mandate to empower full-figured women with a positive self
image and we fervently believe in the premise that all women, no matter what
their size, can look beautiful, fashionable and feel self-confident. It's who
we are as a company."
    The contest officially opened on Saturday, November 1st, and the deadline
for entries is December 30, 2008. On January 6, 2009, 10 semi-finalists will
be selected and these lucky contestants will be flown to Montreal for a
professional photo session which is scheduled for January 11th. The grand
finale will be in March, 2009 when the overall winner will be announced.Contest prizes are a dream-come-true for any aspiring model and include:

    -   a one-year model contract with Specs Model Management
    -   a $2,500 Shopping Spree at Addition Elle, Penningtons or MXM
    -   a chance to appear as the signature model in a company advertising
        campaignEntries can be made online at www.plusmodelsearch.com a fast-paced,
high-tech micro-site created by award-winning Advertising Agency, TAXI
Toronto, or by visiting additionelle.com, penningtons.com, mxm.ca,
LOULOUMAGAZINE.com, and specsmodels.com, sites where consumers will be
re-directed to the micro-site. Responses from interested contestants are
already pouring in thanks to an early advertisement featured in the November,
2008 issue of LOULOU magazine's plus size supplement 'LOULOU for YOU',
targeted at women 14+ and brimming over with all the hottest looks for the
holiday season.
    "I'm excited that LOULOU magazine is associated with such a model
search," says Claude Laframboise, Editor-in-Chief for LOULOU. "LOULOU magazine
features fashion for women of all shapes and sizes, so it makes sense for us
to be involved in finding plus-size models. I'm looking forward to helping
discover a new plus size girl - and to find out where in Canada the winner
will be from."
    A respected and experienced industry panel, steered by Kerry Mitchell,
President of Addition Elle/Penningtons, Claude Laframboise, Editor-in-Chief,
LOULOU Magazine, and Marie-Josée Trempe, President of Specs Model Management
will be formed to judge the contest.
    "Specs Model Management shares similar values to those of Addition Elle,
Penningtons and MXM, including those based upon diversity and the promotion of
healthy self-esteem. For us, beauty is not limited to a single ideal. Instead,
it is delineated by a wide variety of characteristics and silhouettes - that
is what we must promote. We are also pleased to join forces with LOULOU
magazine and its LOULOU for you 14+ shopping supplements, where plus size
models are regularly featured, providing inspiration for readers, who will
come to realize that fashion is accessible to all women, no matter what the
shape of their body." President and founder of Specs Model Management,
Marie-Josée Trempe.

    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.

    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 Specs Model Management

    Founded in 1990, Specs is a constantly evolving agency that places its
emphasis upon the personality and diversity of its models. The agency looks
for dynamic, motivated models who are not only recognized for their talent and
beauty, but also exude professionalism and a strong passion for their work.
Specs represents over 100 male and female models aged from 16 to 50, from
sizes 4 to 14+. Specs is regarded as one of the city's best agencies and
services an extensive clientele that stretches all the way to Asia.



For further information:

For further information: Contact for Addition Elle/Penningtons: Celia
Love, Publicist, Office: (905) 513-1889, cell: (416) 474-7534, E-mail:
celia@blessingtonlove.ca; Contact for Specs Model Management: Ann Bois,
Tendances Communication, Office: (514) 486-4760, E-mail:
abtendances@videotron.ca; Contact for LOULOU Magazine: Liv Judd, Promotions
and Marketing Manager, Office: (416) 764-1577, cell: (416) 558-4949, E-Mail:
liv.judd@loulou.rogers.com


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