Hungarian fashion events diversify Expo 2020’s programmes

The organisers are expecting 25 million people to attend the first World Expo of the Middle East, during which Hungary’s cultural values and touristic treasures will be presented in the Hungarian Pavilion. Moreover, 7 Hungarian fashion designers were given the opportunity to present their collections and the Hungarian designers’ creativity in the framework of the programmes organised by Expo 2020 Hungary, with the assistance of the Hungarian Fashion & Design Agency. On the 9^th of November, on the Budapest Select Fashion Show’s runway, the Hungarian designers will make their official debut; then, the Agency will organise a roundtable discussion, where women leaders of different countries’ creative industries will discuss their thoughts on the future of fashion.

Expo 2020 Dubai is held between the 1^st of October 2021 and the 31^st of March 2022 with exhibitors from almost 200 countries, to which Hungary joins with numerous programmes and events. In Expo 2020’s framework, the Hungarian Fashion & Design Agency (HFDA) aims to organise a week that celebrates creativity and incentivises innovation. Expo 2020 Hungary has ensured our country’s high-quality presence at the Dubai World Expo, which the Agency is enriching with colourful events to showcase the Hungarian fashion industry and its outstanding talents to 25 million visitors from all over the world.

The Agency allows Hungarian designers to show their creativity and uniqueness in the Middle East, too, after the European market, by participating in the large-scale international event. Moreover, it is an outstanding opportunity for the expo visitors to familiarise themselves with our country’s past, traditions, natural resources, and national culture. Dubai is one of the most important commercial actors of the Western world; thus, by debuting, Hungarian brands can gain a huge advantage on the domestic and regional level as well.

At a dinner on the 7^th of November, the HFDA will provide insight into its work for fashion and design industry professionals, the press, distributors, and influencers present. Afterwards, Fashion designers will exhibit their creations at the Budapest Select Fashion Show on the 9^th of November, which those interested could already view on the Budapest Central European Fashion Week’s runways this October under the umbrella brand. The Hungarian design brands – ABODI, Elysian, Kata Szegedi, Katti Zoób, Maison Marquise, MERO and Sentiments – appear again under the HFDA’s unified umbrella brand. Thus, as in their other international appearances, talented local designers can present themselves with unified communication to the World Expo audience while retaining their individual brands.

To take a closer look into the fashion industry, on the 10^th of November, the HFDA invites those interested to a roundtable discussion, during which female leaders of different countries’ creative industries share their personal thoughts and experience regarding the road to success. The participants are Zsófia Bata-Jakab, HFDA’s CEO; Camille Boyer, the Austrian Fashion Association’s co-founder; Daria Marusyk, communication and sustainability leader of the Ukrainian fashion week; Lama Jouni, founder & creative director of Lama Jouni; Melinda Rebrek, the Ljubjana Fashion Week’s manager; and Zuzana Bobiková from the Slovakian Fashion Council. During the discussion, they will talk about women and career, innovation and technology, pioneers of the 21^st-century fashion industry, and fashion’s future, among other topics.

The creations of talented Hungarian designers will be displayed not only at the shows but also in the pavilion. Among the Hungarian fashion brands, THEFOUR and Elysian have been given the opportunity to dress the crew representing Hungary. Elysian’s designers, Boglárka Bódis, designed outfits for the chefs, waiters and managers, and THEFOUR designed the pavilion staff’s uniforms.

Besides the fashion events, Hungarian product designers also debuted with their creations at the Dubai World Expo.