Jade McBride
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Jade McBride is a Vancouver-based fashion designer who founded her namesake label
in 2023, cultivating a world where romanticism meets rebellion. Rooted in female sovereignty, the label empowers women through thoughtfully crafted garments that challenge convention and redefine modern femininity. Blending elegant and edgy aesthetics, Jade McBride creates captivating pieces distinguished by meticulous corsetry, rich textural exploration, and compelling storytelling. Every design is not only an expression of originality, exceptional craftsmanship, and innovative design but a celebration of unapologetic individuality and powerful femininity.
Jade McBride's S/S '27 collection, Madame Sans Culotte, draws inspiration from the French Revolution and the defiant women who shaped it, exploring the enduring relationship between political polarization, social unrest, and female empowerment. Grounded in the visual and political landscape of eighteenth-century France, the collection reimagines the era's fashion ideals and revolutionary spirit through a contemporary lens. Celebrating female agency, each look is inspired by an influential heroine of the Revolution and titled to reflect the role she played within it. By exploring the many forms rebellion can take, Madame Sans Culotte proposes that revolution is shaped by a spectrum of archetypes, and every woman has the power to define her role in shaping history.
As an emerging fashion house, Jade McBride continues to expand its creative vision through runway collections, custom commissions, and stylist rentals, with plans to evolve into the ready-to-wear market.
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What inspired Heidi Wilson’s journey into fashion design and the creation of Jade McBride?
Raised by many creative women, Heidi Wilson was drawn to creativity from a young age, exploring painting, sculpting, drawing, and dancing before turning to clothing design and sewing in her late teens. Fascinated by clothing as both an artistic medium and a form of personal expression, she later launched Jade McBride as an outlet for her technical skills and creative vision.
How would you describe Jade McBride’s design style?
Jade McBride balances edge with elegance, combining meticulous craftsmanship, rich storytelling, and a distinctly feminine perspective. The label creates a world where romanticism meets rebellion, drawing inspiration from influential women, history, and nature.
What can people expect from the SS27 collection?
Madame Sans Culottes features ten looks inspired by women of the French Revolution and themes of revolution, social unrest, and female agency. The collection combines period-informed silhouettes, colours, stripes, and floral motifs with modern womenswear, while contrasting workwear-inspired garments and humble fabrics with opulent gowns and luxurious jacquards.
What inspired the Madame Sans Culottes collection?
Following a trip to Versailles in the summer of 2025, Heidi Wilson turned to the French Revolution as inspiration for the collection. Reflecting the brand’s feminist ethos, she explores the Revolution through the women who helped shape its course, while the title references the Sans-Culottes, the working-class radical group that played an important role in the Revolution.
How does Jade McBride incorporate sustainability into its designs?
Every garment is custom-made by hand in Vancouver. Jade McBride minimizes waste by saving and repurposing fabric scraps and uses virtual 3D fittings to reduce unnecessary material consumption during development. Its signature lacing details also provide greater flexibility in fit and sizing, allowing garments to adapt to the woman wearing them.