Ethno fashion, which draws inspiration from the traditional dressing habits and patterns used by various ethnic groups, is extremely diverse. Some designers consider it essential to create their collections using high-quality materials and traditional, future-proof technology. However, ethno fashion can also be found in fast fashion shops, albeit of much poorer quality. This shows that it caters to a wide range of social and age groups. The differences show in the mindset of shoppers, their sense of belonging to a particular community, the nature of their self-expression, and the shopping habits of each group.

In Hungary, ‘Hungarian-style’ fashion first emerged at the beginning of the 20 th century, both as a clothing style and an ideology. Later, the programme to integrate the heritage of folk art into national culture was not entirely alien to socialist cultural policy, and two approaches emerged in this regard. Proponents of the first stream sought to integrate folk art motifs into high culture; they were mainly craftsmen in the applied arts. Followers of the other approach, however, believed that it was still possible to create within the frames of classical folk art; they regarded it as a living tradition in the 1970s and 1980s, in contrast to the academic discipline of ethnography. Another characteristic of the movement was the desire to return to ‘primordial origins’ and the use of ancient symbols. Some achieved this by simplifying forms, whilst others sought out archaisms no longer directly linked to the Hungarian peasantry.

Following the political transition, a wide range of parallel trends emerged, featuring exciting experiments and modern solutions. Ethno fashion is shaped by close collaboration between designers and researchers, and continues to evolve to this day.

Hungarian traditional dress, which had previously been regarded as rebellious, took on a new ideological hue, with an increasing number of public figures wearing it. Exciting experiments have taken place – and continue to do so today – aimed at modernising traditional Hungarian elements.

Alongside young designers, established big names have also drawn inspiration from tradition. These include Hungarian fashion designer Katti Zoób and Anita Benes, founder of the Daalarna fashion brand. Zita Attalai’s reinterpretations of Szeged slippers, meanwhile, are true curiosities in footwear fashion.

Clothes created by fashion designers and folk artists are popular not only with enthusiasts of traditional dress, but also with performers, singers, musicians and international celebrities. Their motivations, however, vary. Nicole Kidman, the Oscar-winning actress, caused a huge stir in New York when she appeared in a dress featuring Kalocsa patterns, which she had bought in a souvenir shop on Váci Street during her stay in Budapest in 2009. In 2011, Lewis Hamilton wore a Kalocsa-patterned Formula 1 racing suit during qualifying for the Hungarian Grand Prix. The suit, designed by István Kalmár, won the design competition organised to mark the 30 th anniversary of the partnership between Hugo Boss and the McLaren team.

We are also presenting the concert dresses of Ágnes Herczku and Márta Sebestyén, two of today’s leading performers in Hungarian folk music: the pieces featured here represent the perfect harmony between contemporary fashion design and the rich repertoire of traditional motifs.