Hungarian designers enjoyed great success in Milan
Milan and the city’s Fashion Week are home to some of the world’s most influential fashion houses, such as Fendi, Gucci, Prada and Versace, however, attention is also being devoted to foreign and up-and-coming talents, who experienced a similar level of interest usually reserved for iconic fashion brands from press and buyers during Fashion Week.
This year, Milan Fashion Week was organised in unprecedented, hybrid conditions, however, its programme was enriched by five Hungarian brands showcasing their pieces under the Budapest Select umbrella brand. The designers were chosen by the experts of the Camera Nazionale della Moda Italiana and were selected from the Hungarian Fashion & Design Agency's first Hungarian mentoring programme. Kata Szeged, NINI, MERO, ZIA Budapest and THEFOUR presented their Spring-Summer 2021 collections at the Fashion Hub in Milan during a collective fashion show and permanent exhibition as part of a joint programme with the National Chamber for Italian Fashion. In the aftercare of the international mentoring programme, ABODI, Elysian and CUKOVY were also present at the event held in one of the fashion capitals of Europe. Similarly to previous years, there was a huge interest in Hungarian brands, despite the guest limit restrictions in place, and the seasonal shows and exhibitions were visited by many internationally renowned professionals, buyers and showroom representatives.
Following the shows, several Hungarian brands received requests from world-famous stores. The CNMI and HFDA signed a strategic agreement back in 2018, according to which the leading international fashion chamber will be supporting Hungarian brands and their entry into the international market as a professional partner for a period of 3 years. The organisers of Milan Fashion Week, adapting to the changing industry norms, were looking for new ways of communication this season. Due to the difficulties regarding the virus situation and travel restrictions, participants were given the opportunity to decide for themselves whether they wished to take part in the fashion event in person or indirectly. Fashion designers that were not present in person, were supported by the HFDA in gaining visibility with the help of sales staff provided by the Agency, to ensure each designer and brand was equally represented. On the event’s online interface, the Budapest Select brands were able to present their collections and the unique stories behind them in detail in the form of runway shows and short videos.