By: Deean Yeoh
There’s a magic to spring in Calgary, and few events capture it quite like the Lilac Festival. As the city shakes off the last of winter and bursts into vibrant color, locals and visitors alike take to 4th Street SW to celebrate music, food, and fashion at this beloved annual tradition. This year, Amour Caché is thrilled to return to the Lilac Festival, bringing our full collection of luxury lingerie to this lively, flower-filled street party.
What is the Lilac Festival?
If you’ve never experienced the Lilac Festival before, let us paint the picture for you. Imagine over 100,000 attendees strolling a bustling stretch of 4th Street SW, between 12th Avenue and Elbow Drive SW, with more than 500 artisan vendors, live music performances on six stages, food trucks, and a contagious energy of joy and celebration.
The festival kicks off at 10:00 AM with a lively parade starting at 25th Avenue SW, making its way north along 4th Street to 13th Avenue SW. It sets the tone for an entire day filled with exciting discoveries, from handmade art and gourmet eats to independent fashion brands like ours. Whether you're a first-time festival-goer or a seasoned Lilac Festival veteran, there is always something new to explore.
Why the Lilac Festival is Perfect for Lingerie Lovers
The Lilac Festival isn’t just about food and music—it’s a shopping paradise for those who love unique, high-quality finds. Whether you're a lingerie lover, a fan of indie fashion, or someone who appreciates ethical craftsmanship, Amour Caché’s pop-up is a must-visit.
What Makes Amour Caché Special?
At Amour Caché, we believe lingerie is more than just undergarments—it's wearable art, a statement of self-love, and a tool for empowerment. Our collections cater to all walks of life, including lingerie enthusiasts, breast cancer survivors, and nursing mothers, with designs that blend comfort, function, and elegance.
Our mission has always been to offer high-quality, beautifully designed pieces that cater to a range of sizes and preferences. This year, we’re bringing our entire collection to the festival so attendees can see, touch, and try on our pieces before purchasing—a rare opportunity for those who have only shopped our brand online.
What You Can Expect at Our Lilac Festival Pop-Up
We’re making this year’s pop-up extra special by showcasing our latest arrivals, including the stunning Stephanie and Jordan sets, two brand-new styles featuring intricate embroidery across the cups, blending contemporary design with timeless elegance.
Here’s what festival-goers can look forward to:
1. Try On Before You Buy
For the first time at Lilac Festival, we’re bringing fitting opportunities so you can experience the luxurious feel of our lingerie before making a purchase. Our expert team will be available to assist you in finding the perfect fit.
2. Exclusive Festival-Only Offers
We believe in celebrating our community, so we’re offering exclusive promotions available only at the Lilac Festival. If you’ve been eyeing a piece from Amour Caché, this is the best time to treat yourself.
3. Meet the Team Behind Amour Caché
One of the best parts of these pop-ups is the chance to connect with our customers face-to-face. Our team loves hearing direct feedback, learning what you love, and sharing the inspiration behind our designs. Whether you have questions about fabric choices, sourcing, or design inspiration, we are always happy to chat!
4. Be Part of Calgary’s Fashion & Arts Scene
The Lilac Festival is about more than just shopping; it’s an experience that brings the city together through art, music, and style. As an independent brand, we are proud to be among the carefully selected vendors representing the best of Calgary’s creative and entrepreneurial spirit.
The Lilac Festival is More Than Just an Event—It's a Community
What makes the Lilac Festival so special is the sense of community it fosters. It’s a space where small businesses, independent artists, and local brands come together to share their passion with festival-goers who appreciate unique and high-quality goods. For us, it’s an opportunity to connect with customers in real life, hear your stories, and showcase our pieces in a lively, interactive environment.
This festival also attracts a diverse crowd, from longtime Calgary residents to tourists and first-time visitors who are discovering the city’s vibrant culture. Whether you’re coming for the music, the food, or just to browse the incredible vendor lineup, we encourage you to stop by and experience Amour Caché firsthand.
Make a Day of It! What Else to Do at the Lilac Festival
If you’re planning on visiting our pop-up, why not make a full day of the Lilac Festival? Here are some other things to check out while you’re there:
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Live Music & Performances: Six stages host a rotating lineup of talented performers, including live bands, DJs, and cultural dance troupes.
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Artisan Vendors: Browse handmade jewelry, unique artwork, and locally made goods from Calgary’s best artisans.
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Food Trucks & Local Eateries: From gourmet grilled cheese to international street food, the Lilac Festival is a foodie’s dream.
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Family-Friendly Activities: There are plenty of kid-friendly spaces if you’re bringing little ones along.
Join Us at the Lilac Festival
Whether you’re a longtime Amour Caché supporter or just discovering our brand, we can’t wait to meet you at Calgary’s Lilac Festival on Sunday, June 1, 2025, from 10:00 AM to 6:00 PM.
Come say hello, explore our collection, and be part of one of Calgary’s most anticipated annual events. We promise an unforgettable day of fashion, fun, and community spirit.
Event Details:
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Date: Sunday, June 1, 2025
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Time: 10:00 AM – 6:00 PM
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Location: 4th Street SW, between 12th Avenue & Elbow Drive SW, Calgary, AB
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Admission: Free!
For more details about the festival, visit the official Lilac Festival website.
See You There!
Follow us on Instagram @amourcache for sneak peeks of what we’ll be bringing to the festival, behind-the-scenes content, and live updates throughout the day. Don’t forget to tag us in your festival photos—we love seeing you in Amour Caché!
We’ll see you soon, Calgary! Let’s make this Lilac Festival unforgettable.