Hun­gry for less? Hun­gry for better?

Unit­ed fash­ion festival

  • United Fashion Event

United Fashion Festival imagines a different future for fashion in which we’re all hungry for less and better.

From 1 April till 6 June, MAD Brus­sels 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 exam­ines what fash­ion can be.

Are you hungry for less and better too ?


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.


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. 

Yaqine Hamza­oui ©


MAD is an exper­tise plat­form and unique show­case to pro­mote the Brus­sels fash­ion and design sec­tors. By focus­ing on inno­va­tion, sus­tain­abil­i­ty and diver­si­ty, MAD encour­ages and sup­ports cre­ative ini­tia­tives in and around the city. Through mul­ti­ple men­tor­ing pro­grammes, we guide star­tups and entre­pre­neurs along their busi­ness devel­op­ment. Locat­ed in the heart of Brus­sels, Europe’s cap­i­tal, this is a place where peo­ple share their net­work and knowledge. 

MAD is more than fash­ion and design. It’s about the future of fash­ion and design. About inno­va­tion and par­tic­i­pa­tion. About sus­tain­abil­i­ty, cre­ativ­i­ty and mak­ing an impact. About col­lab­o­ra­tion and engage­ment. About doing busi­ness differently.