Montreal’s downtown is getting a creative makeover this weekend as the M.A.D. Festival brings together fashion, music, dance and visual arts for its 26th edition.
Running from Aug. 20 to 23 in the Quartier des Spectacles, the festival is celebrating with a record number of more than 110 designers, a revamped pop-up market featuring more than 70 local businesses and a lineup of performances and artistic collaborations. Organizers expect the event to draw more than 700,000 visitors from Quebec and beyond.
“Reaching historic heights with more than 110 designers and such a bold fusion of music, visual arts, and fashion proves M.A.D.’s relevance within the cultural ecosystem. This 26th edition celebrates our maturity, but above all, our boldness. We’re transforming downtown into a monumental showcase to demonstrate that local creativity is every bit as good as the rest of the world’s,” said Jean-François Daviau, president and founder of the M.A.D. Festival.
The festival’s musical programming includes performances and sets from Bonne Famille, Naomi, Cirque Cosmic, Groove Galore featuring YUKI B B2B VIRGINIE B, Jamaz and Cherry Lena.
Dance will also take centre stage, with Vicious – Sweet Technique among the performers featured throughout the festival.
Fashion remains at the heart of the event, with designers including Guillaum Chaigne, Lavender May, Maison Marie Saint-Pierre and Maison Préfontaine showcasing their work alongside dozens of other local brands.
The RÉA Foundation will make its M.A.D. Festival debut Saturday, Aug. 22, with a fashion show focused on self-expression, diversity and inclusion.
The show, scheduled for 5:15 p.m. at Place des Festivals, will feature models with disabilities from diverse backgrounds, including advocates, community members and familiar faces.
The foundation, which supports thousands of people with disabilities during their rehabilitation journeys each year, says the collaboration aims to promote fashion representation that reflects Quebec society’s diversity.
One of the festival’s highlights will come Sunday, Aug. 23, when M.A.D. partners with MusiquePlus to celebrate the music channel’s 40th anniversary.
The special show begins at 8:30 p.m. at the Quartier des Spectacles and will be led by artistic director AngeLo Cadet. It will bring together former and newer faces associated with the brand, including Chéli Sauvé-Castonguay, Patrick Groulx, Catherine Pogonat, Philippe Fehmiu, Pascale de Blois, Murphy Cooper, Michelle Furtado and William Cloutier.
Geneviève Borne and Paul Sarrasin, hosts of Génération MusiquePlus, will also make surprise appearances.
Visual arts will also have a major presence through the Art Zone.
Nearly 20 visual artists in residence will create work in front of festivalgoers, turning the space into a live creative environment. Painting and textile arts will be featured prominently, with collaborations involving L’Original Gallery and the return of artist istaymute for a third time.
The M.A.D. Pop-up Market will give visitors another way to experience local creativity and entrepreneurship.
More than 70 local businesses will take part, including La Maison Pony, Hoaka Swimwear, Les Céramiques Monokiini, Another Land Nearby and Twenty Compass.
The festival describes the market as the province’s largest 100 per cent local open-air market, offering visitors an opportunity to discover and support local brands.
With its mix of fashion, live performances, visual arts and local businesses, the four-day festival aims to put Montreal’s creative community at the centre of the city.
