Embracing Culture and Sustainability: The Rise of Hungarian Fashion House, Nanushka
zita kisgergely
Founded by Sandra Sándor in 2006, Nanushka is an affordable Hungarian luxury fashion brand that has seen its designs worn by the likes of Charlize Theron, Dua Lipa, Angelina Jolie, Kristen Bell, Taylor Swift (and let’s not forget Nicola Coughlan of Bridgerton fame rocking a chocolate-brown, vegan leather trench coat last autumn). Over the last decade, the brand has grown rapidly, with stores not only in Budapest but also London, New York and Shanghai, solidifying its reputation as one of the big fashion success stories coming out of Central Europe.
Nanushka in New York. Photo via www.nanushka.com
Named after the founder’s childhood nickname, Nanushka was started with a vision to create womenswear, menswear, and accessories that not only look stylish but also reflect a commitment to sustainability and ethical production. Nanushka’s design philosophy is rooted in the concept that "form follows function," a principle that Sándor embraced during her studies at the London Fashion College where her final theme was connected to the Bauhaus movement.
Sándor strives to create garments that elevate rather than restrict, aiming for comfort without compromising on style. This stems from the conviction that confidence comes from not just looking great but also feeling comfortable in what we’re wearing. As for where she finds creative inspiration, Sándor’s muses range from iconic supermodels like Christy Turlington to characters from films including Lisa Bonet in Angel Heart or Brooke Shields in Blue Lagoon (an interview with her by Joseph Furness can be found here).
Under Sándor’s creative direction and the business acumen of her partner Peter Baldaszti, Nanushka has become a beacon of Central European fashion on the global stage. What sets Nanushka apart is not just its style but also its commitment to sustainability and ethical practices. Over 85% of the brand’s production takes place in Hungary, supporting local artisans and reducing the carbon footprint associated with long-distance manufacturing.
It's refreshing to hear Sándor admit the inconvenient truth: the fashion industry is the second most polluting industry in the world. It’s even more heartening to learn that sustainability is at the heart of Nanushka’s mission. Sándor is trying to minimize her brand’s environmental impact through thoughtful choices in materials and production methods. Nanushka’s collections often feature eco-friendly fabrics such as organic cotton, recycled polyester, and, of course, the aforementioned vegan leather. The brand also focuses on ethical production practices, ensuring fair wages and safe working conditions for its factory workers.
By infusing her Hungarian roots and love of a nomadic, bohemian style into every aspect of the brand, as well as her commitment to ethical practices, Sándor has created a brand that resonates with the modern consumer. Nanushka stands as an example of how traditional craftsmanship and contemporary design can coexist, offering a new definition of luxury that is both conscious and authentic, at much more affordable prices than the more established high-end fashion houses.
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