A new generation of Hungarian fashion brands debuted in the Italian fashion capital

In September, Hungarian fashion designers made their debuts at the Milan Fashion Week for the tenth time. As part of the five-years cooperation between the Hungarian Fashion & Design Agency and the Camera Nazionale della Moda Italiana (CNMI), six Hungarian brands unveiled their Spring/Summer 2024 collections under the Budapest Select umbrella brand. BORBALA, PINETIME CLOTHING, and UNREALINDUSTRY debuted at the opening of the CNMI Fashion Hub in a presentation format, then KATA SZEGEDI, THEFOUR, and ZSIGMOND displayed their collections to the audience on the Budapest Select collective fashion show’s runway.

Six Hungarian brands presented their collections in Milan under a strategic cooperation with the CNMI, facilitating domestic designers’ international appearances. International professionals and fashion enthusiasts could meet the designers debuting under the Budapest Select umbrella brand at two locations. At the opening of the CNMI Fashion Hub on the 19^th of September 2023, there was great interest in the presentations of BORBALA, PINETIME CLOTHING, and UNREALINDUSTRY in the Palazzo dei Giureconsulti. The Budapest Select collective fashion show was realised at a historic venue with high prestige, the Palazzo Reale (Royal Palace), on the 20^th of September 2023. Nearly 300 people viewed the presentations of the Spring/Summer 2024 collections by the brands KATA SZEGEDI, THEFOUR, and ZSIGMOND, which was also broadcast by the CNMI live.

Hungarian brands piqued the interest of the international profession; significant buyers and journalists participated in the presentations and shows. Carlo Capasa, the President of CNMI; the legendary Suzy Menkes, former editor of VOGUE International; and Sara Maino, creative consultant of Conde Nast Italia, viewed the Hungarian collections. In addition to Neiman Marcus and Bergdorf, buyers from the Swiss Hay-Hay Concept, Sari Spazio Showroom, and Tomorrow, as well as Gianna Trevisan, a representative of Wfylab showroom, visited the Fashion HUB and the fashion show; moreover, Camera Buyers and Camera Showroom also participated in Budapest Select programmes. Spazio 38 Showroom and Daad Dantone, where you can currently find Hungarian designer collections, and Sugar also expressed interest in Hungarian brands. The largest Italian television and the most important Italian fashion magazines, including Vogue Italia, Marie Claire, Cosmopolitan and Fashion United, reported on the Budapest Select programme.

Besides the Budapest Select brands, other domestic designers were present during the Milan Fashion Week. PELSO exhibited its collection Botanical Chronicles at a spectacular venue in an individual event. The brand held its creative presentation in the garden of the Four Seasons Hotel in Milan.

The joint international mentoring programme operated under the collaboration with CNMI since 2018 is an excellent opportunity for Hungarian designers. In addition to helping designers enter the international scene, it is a remarkable opportunity for gaining professional and business knowledge and appearing at the Milano Fashion Week.

The Budapest Select umbrella brand created by the Agency, based on international practice, provided an even more intensive total effect while brands’ individual characteristics also prevailed and had an impact on the professionals visiting the Milan event.