Farha Foundation

Farha Foundation

October 19, 2010 08:00 ET

Shop For a Good Cause at Farha Foundation's Au Coeur de la Mode

MONTREAL, QUEBEC--(Marketwire - Oct. 19, 2010) - Back by popular demand, the Farha Foundation is pleased to present this year's 26th edition of AU COEUR DE LA MODE, a fashionable way to raise awareness and support those affected by HIV and AIDS. Hosted by TV personality and arts journalist Valérie Simard, AU COEUR will feature the latest designer collections with incredible discounts at the weekend-long exclusive shopping event.

"During the holiday season, the financial burden on those affected by HIV/AIDS is significantly higher," states Valérie Simard. "The Farha Foundation helps to support various AIDS organizations throughout Quebec that provide care and services to those in need. By shopping at AU COEUR, you too can support a great cause!"

AU COEUR DE LA MODE, Quebec's largest HIV/AIDS fashion charity event, will be held on Saturday, November 6 and Sunday, November 7, 2010, from 10:00 AM to 5:00 PM. Held at the Palais des congrès de Montréal, shoppers will have the opportunity to purchase designer labels offered at discounts starting at 50%, with 25% of all proceeds going directly to the Farha Foundation.

This year's ad campaign for AU COEUR has been re-branded with a new and edgy look created by Zenergy Communications. The advertising is geared towards reaching a younger consumer and will be seen across all media outlets.

Admission to the event is a minimum donation of $5. Visit www.aucoeur.ca for more information or on how to become a VIP member.

AU CŒUR DE LA MODE

What: AU CŒUR DE LA MODE, exclusive designer fashion sale to raise funds to improve the lives of people living with HIV and AIDS
   
When: Saturday, November 6, and Sunday, November 7, from 10:00 AM to 5:00 PM
   
Where: Montréal's Palais des Congrès – Place-d'Armes Metro station

Note to media:

Interview possibilities:

  • Valérie Simard, AU COEUR DE LA MODE Spokesperson
  • Linda Farha, Farha Foundation spokesperson and exiting volunteer president
  • Participating fashion designers who will discuss why they got involved with the event

About AU COEUR DE LA MODE

AU CŒUR DE LA MODE is an event that gives Quebecers a chance to raise money to improve the lives of people living with HIV and AIDS and an opportunity to buy designer clothing and accessories at affordable prices. The cost of admission is a minimum of $5 donation. Proceeds will benefit the Farha Foundation, Quebec's leading fundraising organization committed to helping men, women and children living with HIV and AIDS. See www.aucoeur.ca for more information.

About the FARHA FOUNDATION

The Farha Foundation is Quebec's leading fundraising organization committed to helping men, women and children living with HIV and AIDS. The events organized by the Farha Foundation also serve to raise public awareness of the AIDS pandemic.

Since 1992, the Farha Foundation has distributed over $8 million to some 76 organizations throughout Quebec that provide care and services (housing, medication, food, palliative care, homecare, etc.) as well as AIDS prevention and education programs. An advisory committee determines which organizations the Foundation supports and ensures that the funds are put to the best possible use. To learn more about the Farha Foundation, please see www.farha.qc.ca.

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