MONTRÉAL, July 22, 2025 – For the second year in a row, the Société de développement commercial (SDC) District Central is proud to partner with the M.A.D. Festival (Mode, Arts, Divertissement) for its 25th edition. Under the theme “Défile ton Montréal” (Show off your Montréal), this collaboration showcases the area’s unique identity, creativity, and bold spirit, while reinforcing its positioning as a vibrant fashion district.

On Saturday, August 9, District Central will come alive with a signature fashion event that’s as spectacular as it is symbolic: a runway show on a transformed loading dock. Around sixty models will strut down the catwalk to reveal the creativity and craftsmanship of about fifteen Montréal-based brands from the District Central. This gathering draws inspiration from the area’s manufacturing heritage, its know-how, and its continued role as an innovative hub in the fashion and textile industry.

The day’s festivities will also mark the return of the iconic Samedis sur Chabanel (Saturdays on Chabanel). This unique studio sale offers a behind-the-scenes look at local fashion design, giving visitors exclusive access to treasures straight from local manufacturers.

“This kind of initiative perfectly reflects the vision we have for District Central: a business district where industrial heritage meets innovation, and where local businesses are put in the spotlight. By partnering with the M.A.D. Festival, we want to share the story of our design sector, spark pride, and attract new visitors eager to discover—or rediscover—this vibrant neighborhood,” said Hélène Veilleux, Executive Director of the SDC District Central.

 

Shining a light on local design and manufacturing heritage

With an ecosystem of over 780 design businesses—660 of them in fashion—District Central is a model for a proximity-based economy. This partnership with the M.A.D. Festival not only highlights this unique ecosystem but also brings public attention to both established and emerging talents from the area.

Through this programming, the SDC District Central aims to remind the public of the territory’s key role in Montréal’s economic growth and vitality. Residents are invited to explore this dynamic, creative scene and discover the Chabanel sector—the beating heart of local craftsmanship.

Driven by the M.A.D. Festival, the Défile ton Montréal initiative brings together seven Montréal-based SDCs in a celebration of diversity, style, and local know-how. District Central launches the series with a festive and free kickoff event that highlights the area’s distinct identity—because this is where fashion is made.
The event is co-presented by SDC District Central, Les Immeubles HS, and the M.A.D. Festival, with financial support from the City of Montréal.

Invitation | Event Snapshot

What: District Central Signature Event – M.A.D. Mode Edition
When: Saturday, August 9, 2025, from 1:00 p.m. to 10:00 p.m.

• 1:00 p.m. to 6:00 p.m. – Samedis sur Chabanel Studio Sale
• 7:00 p.m. to 8:00 p.m. – Défile ton Montréal Grand Fashion Show
• 5:00 p.m. to 10:00 p.m. – Evening Happening hosted by Geneviève Borne with music by Vibe Benders

Where: 433 Chabanel St. W., Montréal, QC H2N 2J9 (Google Maps link)
Featuring: Atelier 1er Mai, Trucs d’enfants, Maison Marie Saint-Pierre, NDSCLSD, Audvik, Iris Setlakwe and more.

About the SDC District Central

The Société de développement commercial (SDC) District Central is the catalyst and the voice of the Ahuntsic-Cartierville business world. It represents the combined forces of 2,100 business leaders united to develop a sector with outstanding economic, urban and human potential. Its mission is clear: to breathe new life into this legendary neighbourhood, make it shine on a broader stage and propel it to the very top of Montreal’s economic landscape.  Covering an area of 3km2, the District Central is the 4th largest employment centre in Montreal, with 25,000 workers grouped around three business hubs: design, urban manufacturing and technology.

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INFORMATIONS

Web site – District Central

Web site – Festival M.A.D.

MEDIA CONTACT

Maude Ouellette Archambault

[email protected]

450 602-8620