Fashion & Photography

Fashion Industry in Today’s Budapest

Hungarian Photographers after the Millennium

After the collapse of the Soviet Union in 1989, Hungary became a democratic state, and returned to capitalism.
The borders were reopened, and the country’s isolation was officially over. After the change of regime and the end of the centralized economic and political system, more and more enterprises were established, and even several foreign investors showed up in the country. This resulted in a general upswing that a positive effect on the industry even though most of the previously existing factories were closed down.

After the collapse of the Soviet Union in 1989, Hungary became a democratic state, and returned to capitalism.
The borders were reopened, and the country’s isolation was officially over. After the change of regime and the end of the centralized economic and political system, more and more enterprises were established, and even several foreign investors showed up in the country. This resulted in a general upswing that a positive effect on the industry even though most of the previously existing factories were closed down.

In 2004, Hungary became a member of the European Union, which further enhanced both an economic and intellectual mobility. In addition, a great deal of public spaces and buildings were renovated, while new investments were also made that further improved the already colorful architecture of Budapest.

Budapest city panorama seen from Gellért Hill

After reuniting with international culture, Hungary brought important changes to the field of art and fashion. Commercial galleries started to turn up, and with their help Hungarian photographers like Gábor Arion Kudász and Ádám Magyar had the chance to be recognized worldwide.

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Tilda Swinton by Peter Hapak for The Room Magazine, F/W 2011/ 2012 Photo: Peter Hapak

International mobility and the internet makes it possible for advertising photographers to make a name for themselves on the international market, and as a result Hungarian photographers can achieve international recognition, like Péter Hapák, who is a contract photographer for TIME magazine, or Márton Perlaki who works for such brands as Louis Vuitton. Also, Perlaki is the co-founder and editor of the internationally acclaimed Hungarian fashion magazine called Room.


In the last few years the role of fashion in Hungary has changed significantly and is growing more important. Many small designers have begun to show up besides the brands distributed by huge sellers due to the fact that the younger generation craves unique, individualized, authentic, small series products. 

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Instead of using traditional marketing tools, by utilizing the internet these up-and-coming brands can directly address their customers, thus they are able to make the brand authentic by gaining the customer's’ trust. Another positive outcome of this mobility is that these brands have been showcased at several European and American fashion weeks, therefore strengthening the brands’ international reputation. Currently, the most successful Hungarian designer brands are Nanushka, The Four and Je Suis Belle.

Vanessa Axente by Marton Perlaki for Nanusha SS13 Campaign Photo: Marton Perlaki

Hungary has returned to being an active part of the world, where a progressive fashion and design sphere seems to be developing rapidly, while the genre of photography is gaining an even more significant role in the country’s culture, and thus keeps improving. 

Budapest, this architecturally unique, historical city is reaching new heights each year and has once again become a colorful and lively metropolis that provides an inspiring milieu for Hungarian photographers and at the same time attracts countless international productions.

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