“…Following this designation, the Bureau de Design and the Bureau Mode Montréal (BMM) were created in 2009, proposing a new action plan, the fashion strategy "Montréal style libre" 6 and a new interactive and evolving online tool, the Fashion Map, showing the locations of the different designers and their venues (shops, stores, retailers) across the different neighbourhoods. Therefore, the city is distinguished by developing its creative talents (Pilati, Tremblay, 2008;Pecqueur, 2006), by being simultaneously an Anglophone and a Francophone "young city" (ED.2, our interview), by offering a favorable environment: low cost rents and quality of life (ED.1, our interview), and it has a "superb fine reputation within the Canadian context" (ED.3, our interview) [10].…”