Hungarian Fashion Brand Nanushka Debuted at New York Fashion Week
Hungarian fashion brand Nanushka debuted its 2019 spring/summer collection at NYFW on 12 September in front of models, bloggers and the fashion director of Net-a-porter, Lisa Aiken alongside brands like Marc Jacobs and Michael Kors.
Although Nanushka already appeared in New York in February with their pre-fall 2018 collection, new designers weren’t allowed an official spot on the calendar. This resulted in the brand being labeled ‘off-calendar’, and the September 12 show was the first time Nanushka was officially apart of the NYFW schedule.
When asked why they chose the New York Fashion Week for their debut instead of Paris, Szandra said:
We chose New York because of its openness and curiosity. Most of the influencers we work with are from America. We feel like they really feel our vibe.
According to Buro247.my, in its NYFW debut, Nanushka opted for a casual presentation instead of a traditional runway show; guests were treated to calming music and served drinks with paper straws. Elle and Buro247 both highlighted leopard print dresses and animal-themed accessories – primarily in the form of statement earrings.
earring from Nanushka’s Spring/Summer 2019 accessory collection (photo: Elle)
The head designer Szandra Sándor is dedicated to creating intuitive and easy-to-wear pieces “for the modern woman” and according to Vogue, the Hungarian label is the new rising star in the fashion world. This may be true, as since its launch in 2006, Nanushka has become famous almost all over the world and its clothes have been acknowledged and worn by renowned actors Charlize Theron, Jennifer Lawrence, and Angelina Jolie; popular singers Taylor Swift and Dua Lipa, and top models Gigi Hadid, Haley Baldwin and Suki Waterhouse.
Dua Lipa in a Nanushka polka dot top (photo: Alberto Reyes/REX)
However, not so long ago, Szandra Sándor and co-owner Péter Baldaszti were a couple of weeks away from deciding to close when they received HUF 300M (EUR 967 thousand) from private equity fund, EXIM Növekedési Magántőkealap. After the investment, the brand needed to make a rapid transformation in order to survive and began implementing a completely new strategy.
After a full re-branding in March 2017, the traffic on Nanushka’s webshop grew tenfold. Szandra Sándor said the quality of their products is just a very small part of the brand’s success, as the market is extremely competitive.
Last November, they secured a place at the Galeries Lafayette in Paris, where the brand outperformed the expectations of the department store and sold out in just one week. However, Szandra’s dream is to get the brand on the shelves of Le Bon Marché in Paris, the first – and still one of the most prestigious – department stores in the world.
Over the last couple of months, they were really busy rebranding, strengthening and improving their online presence. In January, they held a big press conference in London and in February, their new shop opened on Bécsi út. Later, they took part in New York Fashion Week for the first time and in April, they opened a pop-up store in Los Angeles.