MONTREAL – Target is making its first foray into Quebec with a newly announced partnership with Montreal Fashion Week.

The U.S. discount giant revealed on Tuesday a plan to team up with the semi-annual style showcase.

Target said it will establish a “strong presence” throughout the event which runs Sept. 4-7 at Arsenal, a contemporary art complex.

Mitsou Gélinas was named fashion ambassador for the brand during the week. She will attend fashion shows, conduct backstage interviews and interact with guests in the company’s lounge area, and will be creating content for Target’s social channels and digital platforms, according to Sebastien Bouchard, manager of public relations for Target Canada.

Bouchard said the company will be sharing more details about Target’s involvement with the Montreal fashion industry during a private cocktail reception on Sept. 5.

Sensation Mode co-president Jean-François Daviau, whose firm organizes Montreal Fashion Week, said that they were “extremely proud” to be partnering with Target for the event’s 23rd edition.

“They have collaborated with iconic designers like Missoni and the late Alexander McQueen. We see their involvement with Montreal Fashion Week as a positive sign for Montreal’s fashion industry,” he said in a release.

Beginning next year, the Minneapolis-based retailer plans to open 125 to 135 stores in Canada, with the first stores opening in Quebec in the fall.