MONTREAL, July 25, 2025 – For its 25th anniversary, the M.A.D. Festival (Mode, Arts et Divertissement) promises a spectacular edition to showcase local talent, marked by a record number of unique collaborations. These will come to life through fashion and music performances, as well as multiple artistic mediums such as dance and visual arts. Several pop-up spaces will be set up for the public to discover a wide selection of 100% local pop-ups as part of Montreal’s largest open-air market dedicated to local fashion.
Since its beginnings in 2000, the Festival has taken over downtown to deliver large-scale entertainment through a program that highlights the emergence and boldness of local artists and creators.
Let’s take a look at everything that is planned for this milestone event!
It’s a date :
From August 21 to 24, 2025, the Quartier des spectacles will welcome over 500,000 visitors coming to celebrate self-expression through a series of free events open to everyone, day and night.
“This year more than ever, we’ve brought together Montreal’s fashion ecosystem, with over 600 participants on stage and nearly 250 local brands gathered on one site. In total, more than 1,000 people—models, volunteers, entrepreneurs and artists—will make this edition a success. The Festival has supported and championed our creators and connected them to audiences for 25 years.” — Jean-François Daviau, President and Founder, M.A.D. Collectif
M.A.D. TURNS 25: A reason to celebrate city-wide
Défile ton Montréal, is coming to a neighbourhood near you – August 19th to October 9th
Throughout August and September, the M.A.D. Festival will take its anniversary celebrations across the city with Défile ton Montréal. During these events, the spirit of M.A.D. will blend with celebrations in some of the city’s most iconic neighbourhoods: from the District Central, where fashion comes to life, to the irreverent Village, the Mont-Royal Avenue, the legendary Plaza Saint-Hubert, the elegant Laurier Avenue West and the trendy corner of Montréal-Nord. This initiative is made possible thanks to the participation of seven Societies for Commercial Development (SDCs) joining in the festivities. It will be a chance to celebrate what makes Montreal a capital of fashion and culture: the richness of its neighbourhoods.
“Today, we are proud to unveil our fashion program, a true signature of the M.A.D. Festival since its very first edition. A creative scene, vibrant and bursting with talent, that makes the metropolis shine locally and internationally, celebrating fashion in all its forms with audacity and inclusivity.” — Chantal Durivage, Executive Vice-President, Creative Affairs and Founder, M.A.D. Collectif
Fashion Show! August 23
Défile ton Montréal will converge at the M.A.D. Festival on August 23 with a signature runway show inspired by Montreal style, celebrating the diversity and craftsmanship of local fashion.
The official launch of Défile ton Montréal will take place in the District Central on August 9 starting at 5 PM, on the loading dock at 433 Chabanel Street West. The District Central is a thriving area known for its cultural and entrepreneurial vibrancy, where Quebec’s fashion industry has been taking shape for decades.
A New Market Arrives During Fierté Montréal – August 1st to 3rd
In addition, as a prelude to this edition, the M.A.D. Festival, Fierté Montréal Festival and the Village SDC present the Marché Arc-en-ciel, from August 1 to 3, right in the heart of the Village. For three days, entrepreneurs, designers, and artists from 2SLGBTQIA+ communities will come together to showcase their creativity to festival-goers in pop-up spaces reflecting the M.A.D. Festival spirit.
THE BIGGEST FASHION CELEBRATION OF THE YEAR, PRESENTED BY 1664
In total, more than 30 runway shows will await festival-goers for this 25th anniversary. These unique presentations will showcase the talent of local designers and artists. Through inspiring and dazzling productions, the Festival’s loyal audience will discover collections and collaborations that celebrate the diversity and avant-garde spirit of Quebec fashion. Everyone will be invited to discover or rediscover Helmer Joseph, Guillaume Chaigne, Ève Gravel, Maison Préfontaine, Vida Lola, and many more. Among the must-see moments:
Sports Icons Walk the Runway at the M.A.D. Festival for the From Us to You Foundation – August 21, 8 PM
The worlds of sport and fashion come together in support of mental health. To mark its 25th anniversary, the M.A.D. Festival is partnering with the From Us to You Foundation, co-founded by professional hockey player Patrik Laine and his wife Jordan Laine. This becomes the official cause of the 2025 edition. Together, the two organizations will deliver a unique event bringing together the biggest names in sports at the opening night to raise funds dedicated to destigmatization and access to therapy. An exclusive reception will follow the inaugural runway show to support the cause.
No limits : LaSalle College Makes Fashion and Dance come Alive – August 22, 8 pm.
Following the immense success of its participation in 2024, LaSalle College promises a bold program for this year’s M.A.D. Festival. As a leading Canadian fashion school and a Festival partner since its first edition, the institution has been training the talent shaping the industry here and abroad for over 65 years.
This year, expect a spectacular show where visitors will witness the best of fashion and dance come together. Hundreds of boundary-pushing creations imagined by up-and-coming designers will take center stage in a completely vibrant universe.
Tribute to Valérie Dumaine (1977-2025) – August 22nd, 5h45 pm
The M.A.D. Festival pays tribute to Montreal designer Valérie Dumaine, who passed away earlier this year, with a retrospective runway show highlighting 20 years of creation. A significant figure in Quebec and Canadian fashion and an advocate of slow fashion, she defined a minimalist, structured style influenced by music and cinema. With cultural journalist Catherine Pogonat as ambassador, the August 22 show will feature iconic pieces from the Valérie Dumaine label from 2003 to 2022.
SHOP LOCAL: ALMOST 70 POP-UPS TO DISCOVER
Fashion, beauty and unique find enthusiasts will discover nearly 70 pop-up shops gathered at Place des Festivals. Among them, Fervido, Girl Crush Gang, and Les Sacs Bugatti will offer exclusive experiences to visitors. It will also be a chance to meet Hoaka Swimwear, Essaim, Monokiini, Noble, Another Land Nearby, BKIND, visual artist Pony and many more.
M.A.D. PRO: TWO INSPIRING DAYS FOR LOCAL ENTREPRENEURS – AUGUST 18 & 19
The M.A.D. Festival doesn’t just celebrate creativity — it actively supports it. Leading up to the Festival, M.A.D. Pro will provide tools for the next generation through training and networking opportunities. In the current context, M.A.D. Pro brings businesses together to create tangible economic impact.This year, the program grows with two days of intensive bootcamp sessions, plus the return of the Séries rencontres, details of which will be announced in the coming weeks.
ARTS & ENTERTAINMENT
The arts and entertainment program will be unveiled very soon. Stay tuned across all M.A.D. Festival platforms.
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