mmode

Unique is the new perfect

mmode is a non-profit organization whose mission is to help Quebec’s fashion industry prosper. This creative initiative included a city-wide stunt, rallying cry, manifesto, and content strategy that celebrated Montreal style in all its unique perfection.  

Montreal may not be a perfect city.
But it is unique.

Its beauty is in the murals that colour our streets. In its mismatched architecture. In the deps where time stands still. In the secret alleyways we never tire of exploring. In the restaurants that couldn't have been born anywhere else.

And in its flaws, too. The potholes, the endless construction, the drawn-out winters. Still, we love our city.

Because unique is the new perfect. So those flaws? We make them ours.

Montreal style is akin to our city: distinct, spontaneous, imperfect.

Distinct, because it mirrors the cultural collisions that make Montreal one of a kind.

Spontaneous, because it has to stand up to unpredictable weather.

Imperfect, because Montrealers value risk, trial, and error.