‘From Us to You’ brings mental health to the runway at Montreal’s M.A.D. Festival
Lights, cameras, and meaningful action took centre stage Thursday night in Montreal, as local athletes traded jerseys for designer looks on the M.A.D. Festival runway — all to raise awareness for mental health.
To mark its 25th anniversary, the M.A.D. Festival partnered with From Us to You, a mental health organization founded by NHL star Patrik Laine and his wife, Jordan Laine. The organization was named the official charitable partner of this year’s festival.
“The premise of From Us to You is sharing mental health stories,” said Jordan. “It’s really that connection, relatability, and vulnerability that people share that changes not just people’s minds about mental health, but also their actions towards it and how they prioritize it. So keeping a foundation like From Us to You going, where you have people sharing those stories and being vulnerable, is really important.”
The collaboration was sparked after Jordan appeared on the Femme d’Hockey podcast. “We were talking a little bit about my passion for fashion and how I was modeling in Washington, D.C., before coming to Montreal. And then she connected me with Chantal Durevage,” she said. “The three of us came up with the idea to do something in the fashion space for our foundation.”
With that, From Us to You became the festival’s official cause partner. “We’re super, super grateful. And yeah, it’s been amazing,” she added.
Over 30 local designers contributed pieces for athletes to wear on the runway. Stylist Laurent Spafard helped bring the vision to life. “We really appreciate the designers contributing those pieces, and obviously this wouldn’t be happening without their amazing talent. So thank you so much to them as well,” said Jordan.
Athletes step out — and step up
Dozens of athletes from across Montreal sports showed up in support, including players from the Canadiens, Laval Rocket, Montreal Roses FC, and Canadian Olympic teams.
“It’s going to knock everyone’s socks off. I really think so,” said Jordan. “We have some really big personalities on the stage, and they’re not about to hold back.”
“It’s just a great way to give back and help a special cause and to be involved in any way we can,” said Laval Rocket captain Lucas Condotta. “Mental health is a massive thing in our lives and in our day… Everybody goes through it and it’s really nice to spread awareness and be involved.”
Despite some nerves, Condotta said the team spirit helped carry them through: “Definitely nervous, but super excited. A lot of the guys are here and a lot of the other models have helped us out. So we’re excited.”
Montreal Roses defender Jodi Smith also walked the runway and shared why it mattered. “I don’t know if it’ll 100% end [the stigma], but I know people will feel a lot better and they’re going to be able to talk about it and not feel scared…”
Smith emphasized that athletes, like anyone else, are not immune. “There are so many athletes, there are so many people that you can think like, ‘Oh, they don’t suffer from mental health,’ but they 100% do,” she said. “It’s okay to talk about it, whether it’s a friend, a psychologist, your coach or your teammates. You don’t have to hide… Going through something mental, like mental health, is okay.”
‘One goal — don’t fall’
Patrik Laine said it was inspiring to see athletes from different sports come together. “I think it’s pretty cool to see, you know, obviously not just hockey players, but from all different sports… all be here for the same cause.”
He added that the heart of From Us to You lies in storytelling. “It’s just a feeling when you see that you’ve helped someone… how they’ve been able to get through tough times by being part of our community and listening to our stories.”
Walking the runway was a first for many — and possibly a last. “I think for most of people here, it’s the first time and probably last,” Laine joked. “I only have one goal, which is not to fall. But even if I do, it doesn’t matter — it’s for a good cause.”
Support from across the city
Montreal Canadiens forward Alex Newhook echoed the importance of keeping the conversation going. “It’s an ongoing thing to keep promoting it and keep trying to end the stigma,” he said. “Patty’s done a great job… we’re here to support him, support the cause, and do what we can.”
He noted the collective spirit of the event: “It’s really cool for the city. I mean, to see all the athletes around here, see everyone out here trying to promote the cause—even all the hair and makeup people here for charity and doing it out of their free time—it’s really cool, and it’s a cool event to be a part of, for sure.”
Canadiens defenceman Jayden Struble admitted it was an unexpected experience: “I don’t think I would ever put this on my bingo card,” he said. “It’s for a great cause so it’ll be fun.”
Struble emphasized how crucial open conversation is: “I mean, anytime you get in a large group and you talk about it, you know, openly, I think that helps just in general. I mean, I feel like when you bottle it up, you don’t talk about it. It gets more, you know, kind of taboo, and you know, you don’t think you can really come out and talk. But the more you talk about it, I think it really does help.”
‘Just remember to be you’
Olympic diver Molly Carlson described the event as both meaningful and electric. “The more that people talk about mental health, the more athletes talk about mental health. I think having a group of really high-end athletes walking in honour of mental health is just going to continue to break down those barriers and make sure that it’s a topic that no one feels alone, no one feels scared to talk about it, and you’re never alone.”
“I think modeling is such an exciting world, and to do it for a cause is so special. I know that we’re making a big difference tonight for mental health, and I wouldn’t want to walk for anything else,” she added.
She was also excited to be wearing a local designer’s work. “This is such an exciting event. I think having so many Montreal athletes here for this event, and we’re wearing literal local artist pieces, and I’m just so excited to put on my outfit. I think it’s just the most beautiful thing, and I can’t wait to smile with the artist that made it later and just celebrate because it’s such a big moment to bring just Montreal together for something so special.”
Carlson also a heartfelt message for everyone: “Really just remember to be you. No matter how much makeup, no matter what the outfit looks like, remember what is on the inside is important.”
Looking ahead
Jordan reflected on what comes next for From Us to You. “Something that everybody can do… is to share their story.”
“Everybody’s the main character in their own lives and nobody’s life is perfect. So really just fostering that connection through communities is what’s important,” she added.
She hopes the movement continues to grow. “I hope that we get a million more stories, and I hope that people find comfort in the experiences of others and feel comfortable to share.”
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