Embracing Innocence
With Guillaum Chaigne

Passionate about DIY, drawing, and painting, Guillaum discovered sewing at thetender age of ten when he stumbled upon his mother's old sewing machine. Living in a rural area, the young boy faced social rejection due to his unconventional hobby. During adolescence, he decided to quit sewing due to peer pressure and traded his sewing machine for an electric guitar and a skateboard. A few years later, Guillaum rediscovered his love for creation, but this time, he deconstructed clothes found in thrift stores in order to transform them into unique and original pieces. This is how he learned sewing techniques and his passion for fashion truly began.

Presented at the M.A.D. Festival, the collection features oversized, structured cuts, dark colors, and a certain fluidity of gender, drawing inspiration from Japanese and Korean fashion. This influence comes from his favorite designers, such as Jerry Lorenzo (Fear of God), Yohji Yamamoto, and Ray Kawakubo (for Comme des Garçons). In fact, his biggest dream is to have his own fashion house and workshop in Seoul, where he has already conducted some online sales. Guillaum also draws inspiration from his fellow designer, who he believes persists in the sometimes challenging world of fashion, making their voices heard, and confidently displaying their style.

While his environment and the people around him are constant sources of inspiration for Guillaum, his muses, whom he affectionately calls his "kittens," play a significant role in his creative process. His kittens are his models and friends who support him, with whom he discusses, laughs, cries, dances, and sings, all in all innocence.

For him, it's important to reconnect with his childlike, creative, and carefree heart to remain authentic in his work. In his creations, one can perceive both the ten-year-old Guillaum who simply wants to express himself and the expertise and knowledge he has accumulated over the years.Guillaum Chaigne embodies a fusion of emotions and Eastern influences, with a touch of skate and punk culture, all wrapped in a generous dose of innocence.

"I was in my studio, listening to loud music, I was crying, laughing, singing, dancing. It's part of my creative process."

Ethics and Eco-responsibility

In addition to promoting love, passion, and innocence within his brand, Guillaum Chaigne also aims to highlight his commitment to the environment and the workers in the industry.

Mindful of the origin of his fabrics, he ensures that the production and transportation of these materials generate the least possible pollution. Many of his creations are made from interlock cotton sourced from India and imported in bales to Montreal. The raw material is then woven and dyed directly in the city, significantly reducing the carbon footprint. As for garments made from linen, the raw material is grown, woven, and dyed in California. The fabric is then transported to Montreal by land, which is less polluting than air transport. During our interview, Guillaum shared that it is very important for him to verify if the factory where the fabrics are manufactured provides fair wages to its employees, suitable working conditions, and adheres to standards.

According to Guillaum, the best way to consume more responsibly is to wear your clothes multiple times. "Outfit repeating" is becoming increasingly common among fashion enthusiasts. Even well-known personalities like Kate Middleton, Hailey Bieber, and Cate Blanchett proudly re-wear their red carpet outfits without any hesitation. Guillaum also mentions that modifying a piece of clothing that is no longer to our taste or that is damaged, is a good way to give a new life into a piece.

Dreaming... Together

"What word do you think best defines Quebec fashion?" When this question was asked to Guillaum, he immediately answered without hesitation: creativity. He then added inclusivity.

"I think there is a lot of talent in Montreal; it's a very creative city, and we have something to be proud of. We have exceptional designers and a great openness towards them. M.A.D. is a part of that openness."

If there's one thing Guillaum loves about the fashion industry in Quebec, it's the people who make it up. He describes them as creative, innovative individuals who dare to do things outside the ordinary. He also believes that local creators should not be afraid to showcase their talent beyond borders and take pride in their work. When discussing his role in the field, he emphasizes that competition has no place, and artists could work together and support each other rather than working separately.