THE Sugarbird The latest collection has once again proven that Hungarian cultural heritage is an inexhaustible source of inspiration for fashion. This time, the designers have incorporated iconic elements of Hungarian architecture into the pieces, in addition to matyó and Roma motifs. The collection is a visual and emotional journey that bridges tradition and modernity, and at the same time a message: we can proudly wear our Hungarian roots anywhere in the world.

THE Sugarbird the Budapest Central European Fashion Week It presented its new collection on its spring-summer 2026 runway, which was a huge success. In addition to the classic matyó motifs, the retro atmosphere and the elegant gipsy line, the Hungarian architectural heritage also played a major role at the show. The brand thus once again confirmed its commitment to domestic cultural values, while enriching the Hungarian fashion world with fresh and exciting directions.

THE Sugarbird brand of Budapest Central Europe Fashion Week At its SS26 event, it also demonstrated its commitment to Hungarian folk costumes, be it the matyó or Roma costumes. But this time, the Hungarian architectural heritage was also a strong focus for the design team, whose members – creative director Hedvig Jagasics v. Csonka, artist Adrienn Horváth Gazsó, graphic designer Barbara K. and designer Ádám Baranyi – were interviewed after the presentation.

What vision was the current collection based on?

Jagasics v. Hedvig Csonka: This year we started from four main directions: classic matyó motifs, a retro-style selection, Adrienn's graphics and paintings, and an elegant gipsy line. We can't get stuck on one theme - our interests are too diverse and we are inspired by too many things. The Sugarbird The show was also a time travel: from the Csárdás Queen to Elijah.

How did the concept come together?

J. v. Cs. H.: The atmosphere on the catwalk was a bit like being at home on a Sunday morning (this is also due to the fact that Hedvig's presentation at this year's Fashion Week fell on a Sunday morning - ed.). Fried meat is cooking in the kitchen, an operetta is playing on the Sokol radio, then someone switches to Illés, then János Koós. This musical arc determined the dramaturgy of the collection.

Adrienn, the pen-and-ink designs were particularly striking. What inspiration did you draw for them?

Adrienn Horvath Gazso: I started with classical architectural elements: the Parliament, the Basilica, the Fisherman's Bastion, but also Tihany and Lake Balaton. I framed them with a blonde, as if they were paintings. In all of this, the personal connection of several of us is also evident: Hedvig, Barbara and I are from Viharsarok, the area around us is Wenckheim Castle also appears on the material. I did not explicitly want to bring back folk motifs, but rather drew from the traditions of Hungarian fine arts and architecture.

THE SUGARBIRDhas an iconic piece that couldn't be missed.

Adam Baranyi: Yes, the Queen coat, also known as: Deleko. It has become our signature; it is always part of the finale, and the audience expects it. But besides it, all the other clothes are new, which also form the backbone of the next season's collections.

You have already collaborated with famous brands like Disney and Coca-Cola. Do you have any new collaborations?

J. v. Cs. H.: A new collaboration is in the offing, but it's still a secret, but we've already introduced other capsule collaborations here; we used the aforementioned pen-and-ink graphics to design the "clothing" of a beer we love, i.e. its packaging, and this beer will be released on the market in limited quantities, along with the collection.

What does the message say? SUGARBIRD through your clothes?

Barbara K.: That we proudly wear our cultural heritage, wherever we are in the world!