LICA Wear at the MAD 2025 Festival: a 3rd participation under the sign of softness and creativity

Summary : From August 21 to 24, 2025, LICA Wear is participating in the MAD Festival in Montreal for the third consecutive year. Come discover our collections, try on your favorite models in our on-site cabin, take advantage of our mystery bags and exclusive offers specially planned for the event.

What is the Montreal MAD Festival?

The MAD Festival (formerly Festival Mode + Design) celebrates its 25th edition in 2025. This free event takes place in the heart of Montreal's Quartier des Spectacles from August 21 to 24 , 2025. It highlights local and international creativity in the fields of fashion , art, design and entertainment.

With over 550,000 visitors expected , it is one of the largest festivals of its kind in North America. The festival offers:

• Over 70 pop-ups from local designers;

• Around fifty fashion shows;

• Conferences, workshops, artistic installations;

• Musical performances and immersive parades like " Défile ton Montréal " in various neighborhoods.

Official festival website

LICA Wear is proud to be back for a third participation in this event which showcases committed and local brands.

LICA Wear at MAD 2025: What to Expect

A 3rd edition under the sign of novelty

This year, we're back with our brand new limited edition collection: Lilac & Honey. Two fresh, bright pastel shades, perfect for summer, available in our popular thong and Brazilian cuts, from size XXS to XL.

But that's not all! Our previous collections will also be present, including:

• Pearl & Emerald;

• SecondSkin (the perfect invisible beige for vacation);

• Noble Black, Bordeaux Red, Eden Blue and more.

A fitting room on site

Want to try our underwear before you buy? This year, our booth will include a fitting room so you can experience LICA on site.

• Try our seamless patterns;

• Benefit from personalized advice to choose your size;

• Bring our LICA tape measure if you already have one!

Mystery bags are making a comeback

Our ever-popular mystery bags will be available in limited quantities. Each bag contains 3 pairs of panties (styles, colors, and sizes of your choice).

A fun and cost-effective way to discover new cuts or add to your collection.

Gift with any purchase of $50+

Throughout the festival, we'll be offering an exclusive gift with every purchase of $50 or more, as a thank you for supporting our small Quebec business.

Exclusive on-site discounts

Special offers will be reserved exclusively for festival visitors. These promotions will not be available online:

• Discounts on certain models;

• Special price on mystery bags;

• Discovery combo at a low price.

Take the opportunity to shop on site, try on the cuts and chat directly with the founder!

Who are we ?

LICA Wear is a brand created in Montreal with a clear mission:

Offering invisible, ultra-comfortable underwear, designed for active women who want to feel good with every movement.

Our panties are:

• Seamless, for perfect invisibility under clothing;

• Lined with a 100% pre-shrunk cotton crotch for optimal hygiene;

• Made with lightweight, flexible and durable materials;

• Available in multiple sizes and styles, from XXS to XL.

Practical information

When : August 21-24, 2025
Where : Quartier des Spectacles, Montreal (LICA Wear stand)
Schedule : According to the official program ( see the website )
Admission : Free

Why come see us at the MAD Festival?

1. Discover or rediscover LICA Wear in real life.

2. Try on the cuts in the salon and ask any questions you may have.

3. Get your hands on a very limited edition mystery bag.

4. Take advantage of exclusive promotions only valid on site.

5. Receive a nice gift with any purchase of $50+

And above all, share a moment with us in a creative, colorful, inspiring atmosphere.

In conclusion

Whether you're a longtime customer or curious to discover us, come see us at the MAD Festival in Montreal . It's the perfect time to try, touch, talk, laugh, and leave with a little treat (or three!).

To make sure you don't miss anything, subscribe to our newsletter or follow us on Instagram @licawear.

We're waiting for you there ☺️