Village Montréal and LG2 Choose Beauty over Hate

After weeks of protests targeting 2SLGBTQ+ communities, especially on the issue of storytelling by drag queens, Village Montreal wanted to send a message of kindness, inclusion and acceptance. Working with creative agency LG2, the organisation is launching a vibrant initiative featuring an innovative creation: a dress made from anti-drag protest signs. Thousands of small paper petals were cut from signs modelled after those carried by protesters in Quebec – and further south – and were then used to adorn popular Montreal drag artist Sasha Baga, transforming her into a living statement. With this bold repurposing, Village Montreal seeks to underscore its support for the drag community, promote tolerance and diversity and make way for an evermore inclusive society.

“At a time when hate speech towards 2SLGBTQ+ communities is escalating, especially against the trans community, we saw LG2’s powerful idea as a great opportunity to celebrate the art of drag – an art that until recently was confined to cabarets, bars and the Village. We wanted to pay tribute to drag queens and drag kings, artists with heart and courage who share our values of inclusion, innovation and respect.” said Gabrielle Rondy, executive director, Village Montreal.

“I firmly believe that beauty begets beauty. Drag culture is more than just entertainment, it’s a community of people who value the differences that make each person unique. Seeing drag queens and drag kings in public spaces raises questions, and our job is to answer them by doing what we do best: celebrating diversity.” said Sasha Baga, drag artist, transgender woman and 2SLGBTQ+ activist.

The dress, which will be displayed in the window of Village Montreal’s offices, can also be seen in a video filmed at Bar le Cocktail, a well-known drag cabaret in the Village. The video features Sasha Baga proudly wearing the custom-made piece as she performs under a shower of confetti made from the same anti-drag messages. This call for support can be viewed and shared on Village Montreal’s social media pages.

“We’ve been working with Village Montreal for over two years. Our shared synergy and values are reflected in projects that are essential for our society’s advancement. We’re grateful that Village Montreal entrusted us to develop messages of compassion and, most importantly, that speak for themselves.” said Luc Du Sault, partner, vice-president, executive creative director, LG2 Quebec.