Hungry for less ? Hungry for better ?

MAD presents United Fashion Festival, that imagines and initiates a different future for fashion. A future in which we’re all, both industry and consumers, hungry for less and better.


A dress made from rye, a purse from old wallpaper and love letters to your favorite garments. From 1 April until 6 June, MAD gives the stage to 40 forward looking designers and their creations during the United Fashion Festival. Through an exhibition, an experimental fashion collection and a set of talks and workshops, the festival uses the power of fashion to delight, engage, surprise, and examine what fashion can be.

United Fashion is supported by the Creative Europe programme of the European Union.

List of designers participating in the exhibition: Ruby Hoette, Elisa Van Joolen, Louis Appelmans, Eleanor Chapman, Jan-Jan Van Essche, Mette Julie Bundgaard-Nielsen, Petit Pli, Marina Yee, Kevin Germanier, Amélie Pichard, Nicole McLaughlin, Ester Manas, Helen Kirkum, Martin Margiela, Sigita Sniegs, Tom Van Der Borght, Join Collective, Peterson & Stoop, Golden Joinery, Tom of Holland, Atelier Germe, Delvaux, Honest By, Friends of Light, Bethany Williams, About A Worker, Bihor Couture, Painted Series, Chopova Lowena, Alexandra Sipa, Lee Sun, Diana Scherer, Patzaikin, Emma Bruschi, Alice Robinson, We Made Together, Tigran Avetisyan, Doriane van Overeem, Karolina Jurikova et Maximilian Rittler


In the United Fashion Festival expo 40 designers examine our relationship with clothing through recent and archival artworks. The list of designers, creators, and researchers based in 9 different countries includes names such as Tom Van der Borght (BE), Marina Yee (BE) and Amélie Pichard (FR).

They don’t merely propose new products to buy. After all, overconsumption and the entities that influence our shopping behaviour are key in understanding the unsustainability of the system. Instead, they all use fashion as a means to reflect on our industry and the context in which we create and consume. Rather than a pragmatic detailing of the value chain, this exhibition uses the power of fashion to delight, engage and surprise. It confronts visitors with their own limits and understanding of fashion.

The exhibition is a co-creation between Bénédicte de Brouwer (MAD) and Aya Noël. The scenography is realized by Marie Douel


In the framework of the festival, designers Doriane van Overeem (BE), Karolina Jurikova (CZ) and Maximilian Rittler (AUT) took up the challenge to co-create a sustainable and affordable fashion collection. Out of their extensive research and development came a collection titled ‘DailyMenu’, consisting of six versatile and made-to-last pieces, suitable for both men and women with different body-types. Transparently made out of second-hand garments and deadstock materials as close to home as possible, ‘DailyMenu’ aims to combine a minimum of resources with a maximum of human interaction and knowledge exchange. The three designers were mentored by three fashion experts – Veronique Branquinho, Niki de Schryver (Cosh!) and Peggy Acke (MAD). The collection will be on sale in the shop of the exhibition as well as on the website.


During the festival, online talks and workshops will be organized. You can find the full programme on


  • 1 April 2021 – 6 June 2021
  • Wednesday to Sunday, from 11am to 6pm
  • MAD Brussels | Place du Nouveau Marché aux Grains 10 – Nieuwe Graanmarkt 10, 1000 Brussels
  • Discover the full program on!
  • The exhibition is fully COVID-proof and safe to visit. Book your timeslot here!