From now on, “fashion, art and entertainment” will be the three keywords of the Mode + Design festival, which has been renamed MAD Festival. If fashion is always going to be at the heart of the action, it will make more room for other forms of artistic expression and entertainment.
The news was announced on Wednesday on the social networks of Groupe Sensation Mode, which notably runs the festival and which has also changed its name to MAD Collectif.
“MAD Festival becomes a must-attend annual consumer event in Montreal celebrating #dresstoexpress self-expression through fashion, arts, entertainment, and cultural creativity,” reads the company’s Facebook page. the festival.
With a new name, the group has adopted an entirely new brand identity and The new site. After 23 years in its inception, MAD Festival hopes this name change better represents what the event has become: a festival focused as much on fashion as it does on other forms of art, visual arts, music and the performing arts. an integral part of its programming.
“Our promise is clearer and we can explore many forms of expression, whether through dance or music, without creating expectations in terms of parades. We know that this is not what people want first at our event, but they come for fashion at all,” stated its co-founder and president Jean-François Davieux in an interview with Journalism.
MAD Collectif also took the opportunity to announce the creation of a new online sales platform aimed at promoting local fashion, MAD Shoppe, which should be launched in 2023.
