The Mode+Design Festival becomes M.A.D.
“Fashion, art and entertainment” will now be the three watchwords of the Mode+Design Festival, renamed M.A.D. Festival. If fashion will always be at the heart of the event, it will therefore give more space to other forms of artistic expression and entertainment.
The news was announced on Wednesday on social networks Groupe Sensation Mode, which notably manages the festival and which has also changed its name to become M.A.D Collectif.
“M.A.D Festival becomes Montreal’s must-attend annual general public event to celebrate #dresstoexpress self-expression through fashion, arts, entertainment and cultural creativity”, could we read on the Facebook page of the festival.
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With a new name, the group has adopted a brand new brand identity and a new website. Already 23 years after its creation, the M.A.D. Festival hopes this name change will better represent what the event has become: a festival as much about fashion as it is about other art forms, with visual art, music and the performing arts now part of integral part of its programming.
“Our promise is clearer and we can explore many more forms of expression, whether through dance or music, without creating an expectation in relation to the parades. We know that this is not what people want to find first at our event, but they come for the fashion all the same”, declared its co-founder and president Jean-François Daviau in an interview with La Presse.
M.A.D. Collectif also took the opportunity to announce the creation of a new online sales platform intended to promote local fashion, M.A.D. Shoppe, which should open in 2023.