Milan Design Week - Alcova 2023

Press contact: Elena Pardini, elena@elenapardini.it

About Hungarian Fashion & Design Agency

The Hungarian Fashion & Design Agency was founded in 2018 to support every actor in the fashion and design industry in an efficient and structured way, following predetermined strategic pillars: professional coordination, enhancing Hungarian brands’ availability and trade opportunities, educational and manufacturing development. To realise its goals, the HFDA organises domestic events each year, such as the region’s major fashion event, the Budapest Central European Fashion Week, or the international award-winner 360 Design Budapest exhibition.

Budapest Select

The Hungarian Fashion & Design Agency, considering the best international practices, created the Budapest Select umbrella brand so that Hungarian products can be more easily identified abroad. The brand aims to provide greater visibility for domestic brands during international appearances through strong and unified communication while retaining individual characteristics as well.

"Every product tells a story" - Product born out of story

We have a deep-rooted affinity for stories. Our stories of the future inevitably project our past experiences as environments to be achieved or avoided. By recognising the importance of the past, tradition, as a lesson, can emerge as an indispensable resource and tool then can slowly begin to regain the intrinsic relevance in art and design. Tradition shapes us since childhood. Through it, a reciprocal belonging develops between individual and community, community, and living space. Mindful of this aspect, we can begin to strip the land of its primary, economic connotations: property, real estate, capital, or natural resource. We can turn to it instead as a mediating medium, as a link to our identity, our ancestors, and our way of life. In our relationship with matter, direct reciprocity can unfold in which imperfection is of value. The stability of the earth evokes nostalgic memories, leads to the freedom of the wind, the wind to warmth of the fire, and fire to the stories born in the circle of home. When guided by the pressure of time, our stories are written down, whether in words, forms or objects, tradition may become static. It is through the act of abstraction that we are able to experience it again in its dynamic flow, and to realise our responsibilities: to actively incorporate the stories of our past into our vision of the future.

Sales Contact: irina.atryakhina@hfda.hu