Le Grand Défilé Laurier Ouest - A detailed account of fashion shows in Montreal - Founder's Note
photo by @philippemanh
On Saturday, September 13, Avenue Laurier Ouest underwent a spectacular metamorphosis. In the space of a few hours, this iconic Montreal thoroughfare became an open-air catwalk, welcoming hundreds of spectators to the Grand Défilé Laurier Ouest. This exceptional event, organized as part of the Grande fête du 150e anniversaire, offered a total immersion in the world of Quebec fashion.
More than sixty outfits were presented in a vibrant urban setting, where Laurier's architectural heritage blended with the contemporary creativity of designers. Two major tableaux punctuated the evening: Laurier en couture, directed by Manika Gaudet, and Défile ton Montréal, signed by Festival M.A.D. Collectif.
For Maison Toki, present as creative agency and responsible for the photographic coverage, it was an opportunity to document one of the most striking moments of the Montreal fashion season.
An avenue transformed into a podium
Even before the mannequins hit the pavement, the atmosphere was palpable. Curious passers-by stopped to observe the installations. Café terraces were packed, transformed into makeshift dressing rooms where spectators excitedly took their seats.
The choice of Laurier Ouest as the setting for the show was no accident. The avenue has long been a hub of Montreal fashion, known for its designer boutiques, high-end signage and elegant atmosphere. Organizing an open-air fashion show on this artery in Montreal underlined its role as a living showcase for local creativity.
Laurier en couture The elegance of Quebec couture
At 6 p.m., the first tableau, Laurier en couture, set the tone for the evening. Under the artistic direction of Manika Gaudet (Manik Fashion), the street came alive with refined silhouettes, blending haute couture and high-end ready-to-wear.
Spectators were treated to spectacular evening gowns, bold hand-painted pieces and contemporary looks combining sophistication and originality.
Among the participating houses and boutiques were :
Sarah Pacini and Sarah Pacini MAN, with minimalist, modern silhouettes.
Maison Ariane Carle, renowned for its evening gowns and timeless creations.
Valérie Simon and Claudette Floyd each brought their unique vision of Montreal chic to the table.
Atelier Isabelle Élie, offering couture outfits with distinctive craftsmanship.
Each passage was punctuated by thunderous applause. The noble materials - silk, velvet, worked lace - were a reminder that Quebec couture is distinguished by its ability to combine tradition and innovation.
Défile ton Montréal - MAD Festival in the spotlight
At 7 p.m., the Festival M.A.D. Collectif took over with Défile ton Montréal, specially designed to mark the 25th anniversary of the MAD Festival, a key figure in Montreal fashion.
The atmosphere changed: the silhouettes became more structured, urban and modern. Models moved to the beat of urban electro music, contrasting with the classic elegance of the first picture.
Participating brands included :
Billie Boutique, known for its avant-garde approach to ready-to-wear.
La Maison Générale, with pieces rooted in a chic, timeless style.
Maska, renowned for its sustainable materials and conscious design.
Three Hearts Boutique and Mélanie x Zoé, who injected a youthful, contemporary touch.
The painting embodied a cosmopolitan Montreal on the move, just like its neighborhoods, where cultures, styles and global influences come together.
The importance of visual documentation
For Maison Toki, this show was more than a performance: it was an act of remembrance. Our role was to capture the key moments - the movement of the fabrics, the knowing glances, the reaction of the audience.
Fashion photography in an urban context requires a special approach:
Changing natural light outdoors.
Cohabitation with the urban setting: store fronts, illuminated signs, passers-by.
Energy of the moment: capture the authenticity of the crowd, backstage, spontaneity.
These visual archives become landmarks for the future. They will serve as a memory for the neighborhood, for the artists involved, and to promote Quebec fashion on digital platforms.
Défilé Montréal: a driving force for the local scene
This type of event is more than just a show. It acts as a catalyst for :
Promoting local designers: giving media exposure to established names and new boutiques.
Strengthen cultural tourism: attract a curious public that associates Montreal with fashion and innovation.
Stimulate the creative economy: spin-offs benefit craftspeople, stylists, make-up artists, hairdressers and photographers.
According to recent figures, culture contributes 3.4% of Quebec's GDP, with over 153,000 workers in the sector. Fashion and the visual arts, particularly present in Montreal, play a key role in this dynamism.
Laurier Ouest mode: heritage and modernity
The Grand Défilé Laurier Ouest proved that fashion is not just about clothes, but about cultural heritage. Laurier Ouest is an avenue where history meets modernity, independent designers meet well-known names.
By spotlighting Quebec couture and ready-to-wear, the event consolidated Montreal's image as a cultural capital where fashion plays a central role.
At the service of visual storytelling
As an international creative agency, Maison Toki is committed to representing artists and amplifying their voice through images. Our presence at the Grand Défilé Laurier Ouest was part of this mission:
Document,
Enhance,
Pass it on.
Each shot taken during the evening is a piece of the puzzle in the history of Quebec fashion.
A collective success
The Grand Défilé Laurier Ouest was more than just a festive event: it was a demonstration of the best that Montreal and Quebec have to offer in fashion.
From the artistic vision of Manika Gaudet, to the urban energy of the MAD Festival, to the diversity of the designers and boutiques, every detail contributed to a memorable evening.
