27-08-2024

District Central X Sylvain Blais shine a spotlight on local fashion

From August 22 to 25, District Central vibrated to the rhythm of a photo exhibition at the MAD Festival. This event marked the first association between the Société de développement commercial (SDC) District Central and the M.A.D. Festival, helping to raise the profile of the district far beyond its borders, while highlighting the exceptional talent of its design companies.

District Central, a booming area recognized as the fashion district, continues to reinvent itself by attracting emerging designers and design companies. This photo exhibition, boldly orchestrated by Sylvain Blais, captures the essence of this vibrancy. Highly colorful and creative, it showcased the work of renowned local designers such as Iris Setlakwe, Brielle, Marie Saint Pierre and many others, in 8 emblematic neighborhood locations.

Each photo tells a story where past, present and future meet, drawing inspiration from the District Central’s manufacturing heritage and exceptional craftsmanship. The images also reflect the district's evolution into an innovative hub for the fashion and textile industry.

We invite you to discover these photos, which immortalize not only the district's rich history, but also its avant-garde spirit and artistic vitality.

Widi’z

Highlighting the timeless and infinite nature of love, this couture dress inspired by Eternal Love was designed by the creator Wiwa for her custom brand Widi’z. The piece is dramatically showcased among the industrial machines of the family-owned underwear company Yves Martin, founded in 1980 and proud ambassador of the District Central for over 40 years.

Brielle

Strong, confident and determined women are the source of inspiration for former Olympic Alpine skier Gabrielle Szynkarsky, designer of the young, globally renowned brand Brielle. Showcased in a grand and statuesque manner, her couture creations transform into a modern fashion tableau, captured in the Yves Martin textile factory, which has been producing underwear since 1980, in District Central, Montreal.

UCHUU

Grande écharpe et petite écharpe sur la modèle de gauche Maison Marie Saint Pierre.

In homage to Iona Monahan, a fashion and journalism icon who was named a Member of the Order of Canada in 1985 for her influence on Canadian fashion, a square was established in her honor in 2016. Located in the heart of the neighborhood at the corner of Chabanel and De l’Esplanade streets, this symbolic place hosts our models posing serenely in the elegant, feminine, and sensual creations of designer Suzanne Foucault of the Montreal brand UCHUU.

Oversized scarf and small scarf on the left model Maison Marie Saint Pierre.

NDSCLSD

A scene worthy of an apocalyptic film showcases the creations of young designer NDSCLSD, inspired by racing, manga, and sci-fi. The characters storm an industrial factory on Louvain Street, whose history, marked by World War II armament factories, has evolved into textile manufacturing. Once shaped by the workers, nicknamed the Women of Steel, the neighborhood is now a vital manufacturing emblem for the District Central.

Iris Setlakwe

Refined and timeless silhouettes characterize the creations of designer Iris Setlakwe for her eponymous brand, which is produced almost entirely in Montreal. For over 20 years, she has been creating modern designs that echo the contemporary architecture of the buildings on Chabanel Street. This street, a symbol of Montreal's textile sector, runs east to west through the District Central, where the 555 Midtown has been a landmark for many years.

Maison Marie Saint Pierre

Globally renowned for her modern and minimalist designs for 35 years, Quebec and Canadian fashion icon Marie Saint Pierre designs, conceptualizes, and manufactures all her garments in a 25,000 square foot studio on Chabanel Street. Embracing an ecological approach, it is only fitting that the creations of Maison Marie Saint Pierre are showcased in the hydroponic installation of the Cactus en ligne urban vertical farm. Nestled in La Centrale Agricole, this innovative location allows for year-round cultivation of lush vegetation, right in the heart of District Central.

Nadya Toto

Like the flowers and plants growing on the green roof of La Centrale Agricole, the feminine and romantic creation of Italian-born designer Nadya Toto shines under the sun. Founded in 1989, her eponymous brand attracts international media and celebrity attention. Located in District Central, La Centrale Agricole is the largest urban agriculture cooperative in the world, bringing together around twenty companies that participate in the circular and social economy.

Eliza Faulkner

At the entrance of La Prairie Louvain, a monumental flower field, models pose in the creations of designer Eliza Faulkner, a trendy and innovative young brand distinguished by its bold, whimsical, and feminine style. Located in the heart of the Chabanel sector, in the pop-up space of District Central, named Esplanade Louvain, it is an initiative by the SDC District Central, which aims to enhance the urban experience by creating gathering places and green spaces.

Credits

Original idea by M.A.D. Collectif
Creation, art direction, and photography: Sylvain Blais
Style direction and styling: Randy Smith from Humankind Mgmt agency
Beauty direction, makeup, and hairstyling: Steeve Daviault from The Project agency
Fashion coordination and styling assistance: Emmanuelle Néron
Makeup and hairstyling: Nika Veilleux and Thomas Rousseau
Models: Alice Brébart, Arnaud Vachon, Charles Lebrun, Kristine Kravchenko, Nataliya Yakut, Nyiriak Deng and Parker Nickerson from Another Species agency
Photographer's assistants: Matéo Cassis and Vladimir Philogène
Artistic retouching: Émilie Desmeules
Project management and coordination: Mia Van Der Heyden from SDC District Central
Coordination and production: M.A.D. Collectif

Photos of event: Solène Broisin

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