Every early June, you start hearing the rumble. But not necessarily on the Gilles Villeneuve circuit, where the Montreal Formula 1 race takes place.
No.
The sound is coming up from the closets, walk-ins, and fitting rooms of shops where the VIPs and the city’s best-dressed are gearing up for the first week of full-on summer parties at the most glam venues, starting at Holt Renfrew Ogilvy and culminating at the Ritz-Carlton hotel, which has become hotspot central for Grand Prix Week in the last few years.
Yes, of course there is a car race. But Grand Prix in Montreal is also about the best parties and fashion moments! More importantly — and maybe even essentially — the event is an opportunity for stylish VIPs to rub shoulders at these chichi events where dressing up is never an option, connect with the glitterati, nibble on chic hors-d’oeuvres, and sip cool sparkling drinks. Basically, everything you want from a successful PR and fashion event.
It’s All About the Parties
Revving up the party engines, Holt Renfrew Ogilvy kicked-off Grand Prix folie in 2024 with a fun evening of performances hosted by McLaren, the name synonymous with Formula 1 wins. There was also a Birkenstock pop-up shop, celebrating the brand’s storied 250th anniversary offering bespoke decoration of sandals by Montreal multidisciplinary visual artist LeBicar. Those in the mood to escape were taken to the edge of the Mediterranean sea with the Dioriviera pop-up featuring an array of exquisite fragrances filled with salty, sunny, summer notes, and a vibrant tribute to Christian Dior’s love of the Mediterranean blending sun-kissed beauty and vacation delight.
What would parties be without selfies with your BFF, right? Well, Holt Renfrew Ogilvy kicked it up a notch, elevating the experience at The Apartment, a stunning VIP private shopping space right next to Tudor Hall, where guests could admire, up close, beautiful clothing and accessories from high fashion labels like Gucci, Prada, Dior and company before a photo studio moment, courtesy of Diary of a Social Gal.
The week continued with more festive events scattered across town. On Thursday, guests (like me!) went from the Ritz-Carlton which was inaugurating the Green Oasis powered by Perrier, just as a shower stated sprinkling downtown Montreal. But nothing could bring down the fashion spirit and style of the guests. Or the enthusiastic cheers coming from the pack of fans cordoned off the revolving doors of the Ritz, hoping to catch a glimpse of their favourite F1 drivers heading in or out of the hotel.
By the time it was time to leave to attend the BOSS cocktail at Le 9e Montréal, the scattered rain had morphed into a continuous downpour, but that wouldn’t stop me and my vinyl skirt and corset from making a true fashion statement about feminism 3.0 at my next party stop.
Rediscovering a Lost Montreal Architectural Gem
When the invitation came in, I could hardly believe my luck. BOSS, the official partner of Aston Martin, through their PR agency Zoï, had invited me to fete the Grand Prix Montreal with a cocktail at Le 9e Montréal, the location of the iconic Eaton’s restaurant that had been shuttered for a quarter of a century before being reopened to great fanfare this spring.
The impeccable Art Deco space (designated as a heritage property under Quebec’s Cultural Heritage Act in August 2000) has been meticulously restored in homage to the restaurant’s original layout while preserving its heritage value.
Of course I had already seen photos from the incredible revamped venue, but the ride up the elevator filled me with awe as the motif from the original brass elevator scissor gates were replicated on the etched glass decorating the cabin, whisking us in no time to the ninth floor. I used to have lunch with my grandparents all the time at Le 9e…
The space, originally designed by French architect Jacques Carlu, remains one of the best examples of the Streamline Moderne Art Deco style, evoking with utmost splendour the experience of travelling on a luxury ship in the 1930s. And everything, down to the tiniest detail, has been restored using the best materials and practices. And, yes, that includes the oak herringbone floor, the marble pillars, and even the original sinks in the bathrooms, which were preserved. An Art Deco phone booth — remnants of a bygone era — remains steadily in place in the hall leading to the foyer.
The BOSS party was incredibly well put together with a cornucopia of delectable hors d’oeuvres, champagne (for those who still drink), and a hot food station serving mini Montreal smoked meat sandwiches and mini poutines. How fun! DJ Jojo Flores was mixing some great tunes, and we even got to see Lance Stroll, Aston Martin Aramco Formula One Team driver. What a night to create beautiful new memories in a stunning space infused with the past!
What Did the VIPs Wear This Year?
“We saw a lot of gold, white, and summery pastel hues,” says Canadian fashion show producer extraordinaire Hans Koechling of The Image Is.… Not much black, particularly at the Ritz-Carlton, which threw a vintage 1950s-themed glam gala with the hotel all decked out in a retro diner décor, including a turquoise ‘red carpet.’ “That’s where people really glammed it up. A lot of long, sexy gowns for women, and tuxedos. Men were definitely dressier than in the past years at this edition of the Montreal Grand Prix.”
It was about being fabulous and looking outstanding. A few super sexy silhouettes were thrown into the mix with nipped-in waists (corsets or not!), long opera gloves, and siren trains with embellishments like marabout or tulle.
According to Hans, for the party at the Ritz guests totally embraced the 50s retro style with rockabilly looks, pencil skirt and fur boas. “It reminded me, at times, of Marilyn Monroe in the movie ‘How to Marry a Millionnaire’”.
There were also a lot more accessories to be seen, with pronounced pieces of jewelry taking centre stage. Elaborate hair and makeup were up to par. “You also saw the perfect clutch, the perfect bag,” says Hans.
But since we’re still strongly in the era of sport luxe, wearing athletic elements with more sophisticated items is also a strong play for cocktail looks. “Let’s face it, when you’re running from party to party the only thing you want is to be comfortable,” muses Hans. “And sometimes the best footwear is a great pair of Dior sneakers.”
Words of wisdom for someone who was teetering on stilettos for three days in a row… Because, like the French say:”il faut souffrir pour être belle.”
Photo credits
Featured image: Bruno Petrozza
Image 2: Aidan Matthews, Fashion Beauty Runway, and Holt Renfrew Ogilvy
Image 2: Bruno Petrozza and Richmond Lam
