Open call MAD Fly 2023

  © Sam Gilbert

MAD Fly is a mentoring program that is aimed at starting entrepreneurs who want to grow their business. As your business takes shape and progresses through various stages, important strategic decisions will need to be made. These decisions are often complex and sometimes it is important to get advice and support from independent sources. A good mentor can be invaluable to entrepreneurs, helping to give advice and new insights. 

At MAD we have a valuable pool of highskilled experts, each with their own areas of expertise and a broad range of business backgrounds, read more details bellow. 

The MAD Fly program is an individual coaching program that covers a period of one year, from 1st april 2023 to 30th march 2024.

We believe in the power of collaboration, and we will organize a preliminary evaluation meeting with the experts and the mentees. The objective of this meeting is to identify areas of the developmental needs and establish the business goals for the mentoring program, as well as review and evaluate all business strategy materials and define the MAD Fly coaching roadmap. 

The MAD Fly coaching trajectory will be monitored by the MAD Business team.

This program will be offered to 6 Brussels based companies in Fashion or Design. Together with our expert team you can set up an international business development strategy (brand & product positioning, production, distribution strategy, pricing, internationalisation, image and communication, collaborations, etc.). The maximum value of this program is €3,600 including VAT. 



Yahya Ennouari — Digital strategy and communication Consultant & Marketing & lead digitalisation Manager at Bellerose.
Yahya started his career working for agencies in Paris: Same Same Agency & Publicis France. He worked on digitalization issues, rethinking digital ecosystems, digital advertising campaigns, product launch strategies for luxury and premium brands (Hermès, Sofitel, Van Cleef & Arpels, Maison Inès de la Fressange,..).
In 2018, he joined the European Commission's communication agency as Lead digital strategist. For more than 2 years, Yahya has held the cross-functional position of Interim Marketing Director & Lead digital strategist for Bellerose. His motto : "Consistency over Intensity"!

Clio Golbrenner — Founder of the brand Clio Goldbrenner 

Filip Bullens — Communication coach, Art Director & Brand Activist
Filip is a dedicated  communication expert with more than 20 years of field experience. Filip helps his  clients to unlock their full brand potential and make them prosperous.
It’s his goal to install the very best brand strategy and provide an outstanding, meaningful marketing plan that goes way beyond the necessary (digital) marketing tactics.  

Pieterjan Van Biesen —  Head of Marketing at Natan & Professor Digital Marketing & Branding at Antwerp Management School
Pieterjan Van Biesen is active in Belgium, France & The Netherlands in domain of Fashion and Luxury. He has more than 10 years of experience of brand- and relationship building expertise and a strong network of journalists, stylists, artists and opinion formers.
He is Head of Marketing at Natan and Professor Digital Marketing & Branding at Antwerp Management School. He conducted research for Solvay Business School. His lectures “Codes of Luxury” and “We are all children of Jules Verne.” can be given to inspire or challenge in-house marketing teams or business partners."



  • Be based in the Brussels Capital Region and have a belgian VAT number

  • Be in business for at least 1 year

  • In fashion: have produced at least 1 collection

  • In object/textile/industrial/urban/graphic design: Have produced at least 1 object or 1 commissioned project

  • Have a development strategy

  • Have a communication strategy

  • Have at least 1 point of sale in Belgium or internationally



  • Finance & Management: draft business plan or financial plan

  • Product: adequacy of product and marketing

  • Image: quality of the collections and products presented 

  • Strategy: adequacy of the development and communication strategy

  • Motivation for the requested support 

  • Sustainable, inclusive and/or innovative character of the project



Call for applications open on 25thJanuary 2023.

PHASE 1  Selection of applications

Applications for 2023 will be accepted until 10th March 2023 – end of the day, after which applications can no longer be accepted. Please fill in the application form below.

Any information contained in this section is kept strictly confidential. Details are seen only by our internal processing team, and the members of the jury.

Following documents are required to be enclosed with the application form bellow: 

  • CV

  • Business plan

  • Latest financial balance sheet 

  • Most recent lookbook or catalogue

PHASE 2  Jury

The Jury will be held at MAD on Tuesday 16th of March 2023 – 9:30-15:00
If you match each qualification criteria listed above, we will contact you shortly after the 10th march to inform you on the details of your convocation to the jury. 

PHASE 3  Announcement 

Announcement of the winners: not later than 24th of March 2023 


You can download the application rules below. 

Please describe the DNA of your business project and/or product. / Veuillez décrire l'ADN de votre projet d'entreprise et/ou de votre produit. / Gelieve het DNA van je ondernemingsproject en/of product te beschrijven. (2.500 characters maximum / 2.500 caractères maximum / 2.500 tekens maximum)
Specify here why this support can boost your business. / Précisez ici pourquoi ce soutien peut dynamiser votre entreprise. / Beschrijf hier waarom deze steun jouw onderneming een boost zou kunnen geven. Please read the participation rules carefully. / Veuillez lire attentivement le reglement de participation / Gelieve de regels voor deelname aandachtig te lezen.
From prototyping to meeting the customer. Specify your target audience. Specify your current distribution (national and international distribution). Please specify current national and international sales points where you would be interested in being sold. / Du prototypage à la rencontre avec le client. Précisez votre public cible. Précisez votre distribution actuelle (distribution nationale et internationale). Précisez les points de vente nationaux et internationaux actuels où vous souhaiteriez être vendu. / Van prototype tot ontmoeting met de klant. Verduidelijk je doelgroep. Verduidelijk je huidige distributie (op nationaal en/of internationaal niveau). Verduidelijk je huidige verkooppunten en verkooppunten waarin je potentieel geïnteresseerd bent (op nationaal en/of internationaal niveau).
Start date of the project. Expected completion date of the project. The main steps of development / Date de début du projet. Date prévue d'achèvement du projet. Les principales étapes du développement / Start datum van het project. Verwachte datum van voltooing van het project. De Belangrijkste stappen in de ontwikkeling
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Files must be less than 2 MB.
Allowed file types: gif jpg jpeg png pdf doc docx ppt pptx xls xlsx.
Files must be less than 2 MB.
Allowed file types: gif jpg jpeg png pdf doc docx ppt pptx xls xlsx mp3.