Celebrities, cartoon figures and fashion, the Magyar way. This is the recipe that designer Hedvig Jagasics V. Csonka has been using to cook up success for her label, Sugarbird, over the past few years. Sugarbird’s always up to something, so we decided to catch up with Hedvig for a little chat. Here’s what she had to say about the label’s upcoming summer collection, Hungarian fashion-sense, trends and themes.
Had you been specifically preparing to be a fashion designer since you were a child, or did the idea come later?
Actually, I’ve been preparing for this profession since I was little. I sewed dresses for Barbies and sold them in the kindergarten. After finishing a fashion technical school, I went to study at the Budapest Fashion Institute. I was only 19 when I started to work as a designer for a company.
How is it to work as a fashion designer in Hungary? What’s your position in the international fashion scene?
So far I’ve been working only for the Hungarian market; first, I’d like to carve a sound spot for myself here and later try to break into the international space.
I wouldn’t say it’s easy for Hungarian fashion professionals, as the Hungarian sense of fashion, and so the demand, is really specific here. Hungarian people are not so open to designer pieces – maybe the problem is that they can’t afford them, either. Hungarian women don’t seem to follow international trends; they’ve got their own style and ideas and these are not easy to change.
Also, there’s a problem with fashion platforms; there aren’t many where you can present your work. We fashion professionals must adapt to Hungarian specificities, this is the only way to satisfy the local demand and to cope with these issues.
What are the colors, shapes and materials of summer 2010?
Flowery, pastel, leathery, western, military… There are many different trends at the moment, with both soft and wild colors.
How did the Sugarbird idea come about? How has the company changed since the beginnings?
I’d worked with many companies leaving my ‘fingerprints’ around, so I decided to found my own label, Sugarbird. Two years ago, we started with just lingerie. Now, we do much more. Besides carrying on with Sugarbird, I’m planning to kick off my own collection called JAGASICS v. CSONKA HEDVIG.
You’ve come up with a diverse series of collections with the Sugarbird girls, including both exclusive couture and a Hungarian cartoon figure (Frakk) inspired one. Is there a basic concept, a creed if you like, of Sugarbird that sets it apart from other brands?
Our motto is: ‘We bring Hungarian into fashion’ That’s why we had collections hallmarked by Hungarian celebrities, Hungarian cartoon figures and much acclaimed Hungarian artists like Endre Szász. No one else has the courage to advertize themselves like that. What’s more, companies try to hide the fact that they’re local. It’s risky to admit it, but I truly believe time’s on my side.
What inspired the 2010 summer collection of Sugarbird?
Regina was inspired by butterflies and colors, Linda’s collection has a mixture of trends present but mainly graphics of animals. Sylvi’s sexy collection has so far had black and white only, now reds have come in, too and lace, of course. Évi is an ardent fan of flowers.
Would the pieces you’ll present on the catwalk at your upcoming fashion show suit being worn as part of an everyday outfit?
Absolutely.
What can we expect from your fashion show on April 1st?
A spectacular show, heaps of celebrities and a superb party!
April 1 at 7:30 p.m.
Sugarbird Fashion Show
Club Play
Sugarbird
1064 Budapest, Podmaniczky utca 57.
Open Mon.-Fri. 10 a.m.-4 p.m., Sun. 8 a.m. – noon
Tel.: +36.70.311.9383