More and more Hungarian designers are being discovered internationally and we can see their clothes and accessories on red carpets and on the pages of fashion magazines more often, as well. The creator of the brand AIAIÉ, Zsanett Hegedűs has been designing personalised, high-end clothes since 1995. She graduated from the Applied Arts department of MOME in 2002, and she also studied in London and Ljubljana on scholarships.Her latest collection (spring/summer 2015) made it to Vancouver Fashion Week, where Vogue Magazine even selected her collection as one of 15 (from a total of 70 designers) to publish online and in printed form, as well. This meant her very special Bauhaus-inspired collection was featured in several international magazines.
"The inspiration’s initiator was a fantastic exhibition in Balatonfüred, in Vaszary Villa. It presented the life of Kertész André thematically, with original photographs. This probably affected me when I chose famous Hungarian photographers as a theme, and the age when they made their most iconic pictures, between 1930 and 1950. The Munkácsi exhibition at Ludwig and the Blumenfeld exhibition in Somerset House only confirmed this line of inspiration. They worked with light-shadow, points of view, theme coupling and composing in a revolutionary way. It was logical for me to connect them with Moholy-Nagy and Bauhaus’ architecture,” says Zsanett about the collection.
"It was a real challenge to place myself into the point of view of these artists, and to draw an instructive picture with my own means during the creative process. The haute couture world of shadows and lens projections constantly intersects with the perfect cut lines of fine cut, thus creating a shadowgraph image of the silver era, which could not even have existed by today’s standards,” she says.
