Hungarian fashion and product designers make a debut in front of 25 million visitors at Expo 2020 Dubai

In Expo 2020’s framework, the Hungarian Fashion & Design Agency aims to organise a week that celebrates creativity, incentivises innovation, and represents the most excellent Hungarian fashion and design industry creators. Thanks to the participation, after the European market, the Middle East will also discover Hungarian designers’ creativity and uniqueness. Moreover, it is an outstanding opportunity for the 25 million visitors of the world fair to familiarise themselves with our country’s past, traditions, natural resources, and national culture.

Hungary joins the Expo 2020 Dubai held between the 1^st of October 2021 and the 31^st of March 2022 with numerous programmes and events. Among the programmes realised by Expo 2020 are the Agency’s fashion and design events, during which visitors from all around the world can get to know the Hungarian fashion industry and its outstanding talents. The Hungarian Pavilion combines traditions and modernity; thus, the Hungarian appearance at the world fair is a unique touristic, economic, and diplomatic opportunity.

“During Expo 2020 Dubai we want to organise a creative week which is worthily introducing visitors to our rich creative past and present and our innovative thinking in front of the important economic and professional actors present, and the international media” - highlighted Zsófia Bata-Jakab, Hungarian Fashion & Design Agency CEO, and added: “25 million people are visiting the first world expo of the Middle East; thus, it is an exceptional opportunity for our designers to capture the international audience’s attention. Dubai is one of the most important commercial actors of the Western world; thus, by debuting, we can exert a positive impact on the country’s image and Hungary’s tourist appeal.”

Expo 2020 Hungary is fundamentally responsible for the Hungarian appearance at the Dubai world fair organised by Expo 2020, but the Agency supports the event as a professional partner and counsellor. Besides, HFDA provided assistance in the selection of the designers representing our country and the brands that created the exhibition’s uniforms, as well as in the organisation of fashion and design events.

During the creative week, on the 7^th of November, at a dinner, the Agency will provide insight into its work for fashion and design industry professionals, the press, distributors, and influencers present. Between the 8^th and the 12^th of November, the Downtown Design will be held, one of the main events of the official Dubai Design Week. Creations of Hungarian design brands – ERROR N’ MORE, Forms Design, Zsuzsanna Horvath, Leits Miklós, Loomiosa, Oleant, Paper Up!, Planbureau, POSITION Collective, and sarakele– will be displayed under the unified Budapest Select umbrella brand, just like the creations of the fashion designers debuting at the Budapest Select Fashion Show on the 9^th of November – ABODI, Elysian, Kata Szegedi, Katti Zoób, Maison Marquise, MERO, and Sentiments – which those interested could already view on the Budapest Central European Fashion Week’s runways this October. With the participation at the Dubai Expo, the Agency provides designers with an opportunity to show visitors coming to the event from all around the world the richness of our country’s creative industry.

Furthermore, on the 10^th of November, the HFDA invites those interested to a roundtable discussion. Female leaders of different countries’ creative industries share their personal thoughts and experience regarding the road to success. The participants, Zsófia Bata-Jakab, the CEO of the Hungarian Fashion & Design Agency; Camille Boyer, the co-founder of the Austrian Fashion Association; Daria Marusyk, Head of Communications and Sustainability at Ukrainian Fashion are going to discuss the topics mentioned above with the fashion journalist, Emese Dobos. During the discussion, they will talk about the new fashion capitals, innovation and technology, sustainability, the future of fashion and the role of women leaders in the fashion industry among other topics.