The Budapest Select Presentation Became a Vibrant Creative Hub at Milan Fashion Week

Hungarian fashion and creative industry brands and artists debuted in an exciting presentation to the audience of Milan Fashion Week on the 19^th of September 2024, in the Casa degli Artisti. The Hungarian Fashion & Design Agency (HFDA) transformed the venue into a creative community space for the event, where regional and international professionals could get acquainted with the works of Hungarian creative industry talents in an experience-based event. The event was realised with an expanded concept, supported by the Camera Nazionale della Moda Italiana (CNMI). Within the exclusive Budapest Select presentation, guests gained insight into the offerings of Hungarian fashion, design, and beauty industry products while also discovering the talents of the next generation.

After ten seasons, Hungarian brands appeared at Milan Fashion Week with an expanded concept. The creative presentation format provided an opportunity for a broad selection of the Hungarian creative industry to be showcased to an international audience along a complex theme. The event took place on the evening of the 19^th of September 2024, offering significantly more occasions to build new relationships compared to the previous collective shows. Thanks to the presentation format, the guests could view the exhibited pieces up close, and inquire about them on the spot from the designer.

The event was hosted by the Casa degli Artisti artistic hub in the centre of Milan, where five Hungarian fashion brands – BORBALA, CUKOVY, KATA SZEGEDI, NANUSHKA and ZSIGMOND – presented their newest collections for the 2025 spring-summer season. In addition to the established domestic brands which have previously debuted in Milan, emerging talents – JUDIT BÁRÁNY, CHOKASSY, and SOLÆR – also had the possibility to hold a presentation.

The synergies between fashion, design, and contemporary arts further enhanced the overall effect of the event. The successful collaboration across different creative industry areas resulted in an exciting selection. In the Budapest Select Presentation, numerous outstanding product designers and artists including &Famke, Anna Cserba, Balázs Veres, David Nemeth, ERROR N' MORE, HORA, Julia Nema, KOMONKA, Meander, Mónika Üveges, Nora Szirmai, Petra Szondi, sarakele studio, Studio Arkitekter, and UTO displayed their works in the Casa degli Artisti. The experiences offered at the event were enriched by the luxury skincare brand Omorovicza from the beauty industry. Presenting the essence of Hungarian culture was completed by a selection of Hungarian gastronomy and music.

“The Budapest Select Presentation marks an advancement in the series of previous appearances in Milan, providing an opportunity for a broader insight into fashion and creative industry products. We organised an independent event at a separate venue for the first time, and the positive feedback from international guests confirmed that the characteristic diversity of Budapest Select can capture attention on its own during Milan Fashion Week. In line with the strategy of the Hungarian Fashion & Design Agency, we presented an expanded concept that not only showcased fashion brands but also highlighted key areas of the domestic creative industry, such as design and beauty. It remains our goal for the future to incentivise cross-sector collaboration and increase the international visibility of Hungarian brands through similar international appearances, thus helping them enter foreign markets and enhance their export potential,” summarised Zsófia Jakab, Ministerial Commissioner for Creative Industry Development and Sectoral Coordination and CEO of the HFDA, regarding the strategic importance of the participation.

Even before the event, hundreds indicated their interest in the Budapest Select Presentation. Carlo Capasa, the President of CNMI, viewed the Hungarian brands’ selection in person. Among the guests, famous influencers such as Lin Lin, Olja Ryzevski, and Michela D’Angelo shared their experiences with their followers, while Pat Domingo, a fashion and lifestyle photographer, also captured the best moments of the presentation. Editors of international and Italian magazines, including Vogue Italia, Elle Italia, iO Donna, and NSS also participated in the event to explore the unique selection of Hungarian creativity. Hungarian brands also caught the attention of buyers, with representatives from Neiman Marcus and Bergdorf Goodman, as well as the Hay Hay Fashion Concept Store, Studiozeta and Spazio Showroom, viewing the displayed pieces.

The Budapest Select Presentation, promoting Hungarian creativity and culture, offered the guests a complex experience. The eclectic selection once again brought together various sectors of the creative industry, showcasing a broad spectrum of contemporary fashion, design, and arts, with an emphasis on diversity. The rhythm of Hungarian DJ sets and the creative installations brought to life a unique atmosphere in Milan that authentically represented the vibrant energy of Budapest, connecting the industry to culture. The presentation offered a unique opportunity to discover the versatility of the Hungarian brands showcased, as well as the broader Hungarian creative industry, in the context of the international event.