“Fashion, art and entertainment” will henceforth be the three watchwords of the Mode+Design Festival, renamed MAD 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 the social networks of Groupe Sensation Mode, which notably manages the festival and which has also changed its name to become MAD Collectif.
“MAD Festival becomes Montreal’s must-attend annual consumer event to celebrate dresstoexpress self-expression through fashion, arts, entertainment and cultural creativity,” reads the company’s Facebook page. festival.
New name requires, the group has a brand new identity and a new website. Already 23 years after its creation, the MAD Festival hopes that this change of name will better represent what the event has become: a festival as much focused on fashion as on other forms of art, visual art, music and the performing arts are now an 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 The Press.
MAD Collectif also took the opportunity to announce the creation of a new online sales platform intended to promote local fashion, MAD Shoppe, which should be launched in 2023.
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