Photo Martin Chamberland, La PresseEyewear Voskins, brand new, beautiful, this boutique captures the spirit of the day by offering eyewear brands rarely seen in Montreal.The last edition of Montreal Fashion Week took up residence at Arsenal last September.But is Griffintown a fashion destination?Opinions are mixed.Rue Notre-Dame Ouest, on a winter afternoon.An ox-dehorning wind blows along the sidewalks.On the side of rue de Lévis and rue Vinet, the pretty windows of the restaurants Joe Beef, Liverpool House, and Le vin papillon are a reminder that this little neighborhood nestled between Griffintown and the Atwater market is doing well gastronomically.Fashion is not to be outdone, since two new boutiques have opened their doors nearby this year.First there's Stockmarkt, WANT Apothecary's sister store, which sells men's and women's clothing, some with discounts ranging from 40% to 70%.The door next door is that of the Editor, which arrived last September.Jean-Charles Bérubé, who created the "Surface Jalouse" concept, a bespoke design store, in the same location, hopes to attract a young and trendy clientele, eager for unique clothes.According to him, the district is booming.“Here is a destination,” he believes.However, as soon as you leave this friendly little pocket and walk east, the walk is very disappointing in terms of shopping.Empty, the ERA Vintage Wear boutique, which has long attracted customers from Westmount and Notre-Dame-de-Grâce, at the corner of Notre-Dame and Saint-Martin streets.The small room is now for rent.Élaine Léveillée, the owner of ERA, has chosen to swap her shop for a loft in Saint-Henri."It wasn't healthy anymore," she says bluntly.ERA's last few months have been marked by numerous shoplifting, the result, according to her, of the destruction of buildings occupied by homeless people.“The local population has been uprooted with the new constructions, and at the same time there is the arrival of 'little hipsters'.It creates tensions that need to be managed, but it's no longer healthy, she says.Even my clients no longer felt safe.”With new restaurants like the Grinder or Le bureau, this section of rue Notre-Dame Ouest does not lack either charm or action.When she chose to open Boutique Jérôme, a store selling clothes and creations from local designers, Dominique Poirier thought she had come to the right place.But that was without counting on the road works which blocked the street for a large part of the year, and which will resume in the spring.“There was only one lane of traffic, and no parking,” recalls the one who had to resign herself to closing her shop after only eight months of existence.“Griffintown is a neighborhood in the making, it's true, recognizes the young woman.There are many condo projects, but they are not finished.I'm sure it will become a good neighborhood, but this was not what we expected.Settling in Griffintown, a bet on the future?This is what optometrist Anh-Ton Tran believes, who opened his Voskins eyewear shop last December on rue Notre-Dame Ouest, near rue de la Montagne.“I like the historical side of Griffintown, what the neighborhood has been and what it can become,” he says.In one month, his shop has already attracted customers from all over the island.Without a Commercial Development Company (SDC), representing the merchants of this district, it is difficult to take the pulse of all the merchants.Griffintown is unquestionably one of Montreal's fashionable neighborhoods.Without much fashion yet.For nearly 10 years, Élaine Léveillée has been unearthing and updating vintage clothing.Popular shopping destination for young girls at the time of their graduation balls as well as women looking for a piece that is out of the ordinary.1001 rue Lenoir #356 (514) 543-8750 https://www.facebook.com/ERAVINTAGEWEARFor her and him.We find, in this sister store of WANT Apothecary, in Westmount, a very nice selection of Kitsuné clothing, Filippa K, James Perse knitwear, ACNE or Nudie jeans.Part of the collections are on sale with big discounts.2664 Notre-Dame Street West 514-439-5575 https://www.facebook.com/boutiquestockmarktThe interior design store Surface Jalouse has had a makeover with the arrival of a little sister, the boutique L'Éditeur.For her and him, there are rather rare imports in Montreal such as the German brand Oui, and the Dutch brand 10 Days.2668 Notre-Dame Street West http://boutiquelediteur.com/All new, all beautiful, this store captures the spirit of the day by offering eyewear brands rarely seen in Montreal, which combine aesthetics and know-how.There is also an optometry clinic on site.1338 Notre-Dame Street West 514-507-4966 http://www.voskins.com/enNikes, Nikes and more Nikes: but not just any.The Exclu-City store offers a collection of Nike shoes sold in limited edition.For lovers of character sneakers.1326 Notre Dame Street West http://www.exclucitylife.com/Each week, receive a concentrate of reflections and good ideas to liven up your daily life.Sign up with your La Presse account(Paris) Briton Victoria Beckham will join the official calendar of Paris Fashion Week with a show in the fall, the Federation of Couture and Fashion announced in a press release on Wednesday.(Thimpu) Tashi Choden will not only be the very first contestant to represent Bhutan in the famous Miss Universe pageant, but she is also the only openly gay public figure in the Himalayan country.(Paris) After the monumental dresses inspired by Roman sculptures, the British designer of Fendi, Kim Jones, opted for the purity of the lines, the lightness and the transparency for the collection presented Thursday, at the last day of haute couture in Paris.(Paris) Followed by 8 million fans on Instagram, friend of celebrities, the stylist Olivier Rousteing rocks the codes just like Jean-Paul Gaultier had done for whom he designed a haute couture collection, unveiled Wednesday evening.(Paris) "I cried a lot while making this collection": designer Julien Fournié staged a sexy and "ultravulnerable" woman in reaction to the pandemic, war and the rise of extremism, in his high fashion show sewing on Tuesday.(Paris) And the curtain opens… on the hall: it was at the Théâtre du Châtelet, where Barbara gave her last concert, that fashion designer Stéphane Rolland organized his moving haute couture fashion show dedicated to the singer on Tuesday.(Paris) With cowboy boots treading the sand that shift suits and long evening dresses, Chanel continued on Tuesday to explore the equestrian world during a haute couture show in the Bois de Boulogne.(Paris) Stay positive: Dior celebrated Monday in Paris the return to life with haute couture dresses presented in a staging imagined by a Ukrainian artist evoking landscapes of his country, covered with embroidery with traditional motifs.(Paris) Her surreal outfits were shocking almost a century ago and her ideas now inspire style icons: Italian Elsa Schiaparelli is in the spotlight during Paris haute couture week, which kicked off Monday with a theatrical parade of his house.The ODORA story begins with a sensation.Two feelings, in fact.In the realm of cosmetics, it's easy to get lost, with the dizzying number of new arrivals hitting shelves.Our team presents its discoveries and suggestions for products tested... and approved!(Eastman) From her garden in the Eastern Townships to Paris Fashion Week, Marie-Eve Dion's flowers travel, attached to the fiber.To move away from the synthetic dyes widely used in the fashion industry, the dyer uses natural pigments to brighten the fabrics.The Montreal brand of bags, accessories and leather coats m0851 is celebrating its 35th anniversary.Meeting with Faye Mamarbachi, president of the company.(Paris) Facing the elements in complete relaxation: futuristic rain boots and balaclavas defined the sensual look of the Givenchy man on Wednesday, at the show of American designer Matthew Williams, the first exclusively dedicated to men's fashion.The first Vilebrequin boutique in Canada has just opened in Montreal, in Westmount.This French luxury swimwear house, founded in 1971 in Saint-Tropez, is the symbol of relaxed French chic, in a beach version.Interview with Roland Herlory, CEO of Vilebrequin.(Paris) The parades of young brands open Tuesday in Paris the Fashion week man, which returns to normal after more than two years of constraints linked to the health crisis.© La Presse Inc. 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