M.A.D. Festival: fashion, art, and entertainment taking over Montreal’s Quartier des Spectacles this weekend

Montreal’s Quartier des Spectacles will transform into a runway for M.A.D. Festival’s 23rd edition. To kick it all off, a runway event showcasing the work of over 30 designers across Quebec this Thursday, Aug. 24.

“What we want is to bring the Montreal soul in the festival with local talent,” said Jean-François Daviau, co-founder and president of M.A.D. Festival.

Daviau says the festival is “all about local art” and putting forward “emerging talent that represent what we are here as a city, as a city of UNESCO design,” referring to Montreal being named UNESCO City of Design in 2006.

“M.A.D. represents what we are now. It’s more about self-expression and art,” Daviau said.

The festival is also giving a platform to students from Montreal fashion schools like College LaSalle, Cégep Marie-Victorin, and Concordia to present their projects.

Guillaum Chaigne is one of the fashion designers who will be presenting his Japanese-inspired streetwear pieces on the runway this Friday.

Guillaum Chaigne (middle) is one of 30 fashion designers in Quebec to present his collection at the 23rd edition of the M.A.D. Festival. (Photo credit: Diona Macalinga/CityNews)

“Anybody can be somebody here,” Chaigne said. The Montreal designer specializes in dark fashion, using various shades of black to create different outfits. Chaigne revealed to CityNews that he will include a pop of colour to his collection this year.

“We want to show people who we are. Our values, our colours,” said Chaigne. “I remember back in my hometown, I couldn’t wear skirts and everything that I wanted. But I can walk here in the streets in my dress. I can walk here in the streets however I dress and just feeling myself.

“Montreal is so creative. There are so much opportunities to be seen. I feel like Montreal has a cultural place with all the arts, music, painters, all the artistic industry. It’s such a blessing to be inspired by all those creators. And I feel like it really, really inspired my work.”

The M.A.D. experience is featuring live music by Canadian singers and DJs like Kilo Jules and Dylan Sinclair, as well as art installations paying tribute to Montreal street artist Zïlon who passed away in July of this year.

“We want to show people who we are. Our values, our colours,” said Chaigne.

“I remember back in my hometown, I couldn’t wear skirts and everything that I wanted. But I can walk here in the streets in my dress. I can walk here in the streets however I dress and just feeling myself.”

With over 60 pop-up stores at the event, Montrealers and tourists get to shop some of the city’s most beloved online local brands.

“Come and support the talent that we have,” said M.A.D. Festival president Daviau.

The event will wrap up on Sunday, Aug. 27.