MAD DAISY is an artistic fashion initiative founded by Dr. Margarita Fedoseev in 2017, blending fashion, museum culture, and contemporary creative technology to popularise art. For AW26, the brand presents “Lumière de Guillaumin”, a womenswear collection reimagining French Impressionism as wearable art. Inspired by Jean-Baptiste Armand Guillaumin and his works at the Petit Palais, the collection translates the painter’s light, colour, and texture into textile prints and sculpted silhouettes, creating a wardrobe where museum heritage meets contemporary city life.

Guided by a distinctive visual code of relaxed yet intentional forms, MAD DAISY combines airy dresses, tailored suits, and artful tops in silk, linen, cotton, and viscose, celebrating individuality and feminine strength. Beyond seasonal fashion, the brand positions clothing as a cultural dialogue, restoring the emotional connection between art and everyday life. Its collections have been showcased at Mercedes-Benz Fashion Week and featured in Elle, Vanity Fair, and Who What Wear.

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