Sandra Sandor launched Nanushka over a decade ago, but with its made-in-Budapest label, minimal aesthetic, approachable price point and very cool Spring collection, it feels more relevant than ever. Get to know the designer and the brand with five key facts to know about the designer and the brand, below.
Nanushka Started As a Family Business:
"My mom founded the company in the 70's, and it started off as a childrenswear brand (it had a different name). I grew up around my mother, surrounded by clothes and I was really pretty sure I wanted to do the same thing. By the time I was 17, I realised I wanted to create fashion, ready-to-wear fashion, and not childrenswear—and actually womenswear. So I went to London in 2000 and I studied at the London College of Fashion and I finished in 2004 and then I came back to Budapest to set up Nanushka. Nanushka is my childhood nickname when I was very very small, my father still calls me that."
Budapest has a Rich Fashion Production History:
"All of our production so far is done in Budapest, within Hungary actually. A lot of fashion brands came to Hungary to produce garments here. Hungary had a huge textile industry back until the 80's but then it really collapsed. I wouldn't say there is a textile industry anymore but it was booming. But there is also good and bad parts of producing here. They didn't evolve, they didn't develop. There are very good seamstresses and pattern makers that know the business. But there aren't any youngsters that came out of this industry on the technological side. But it does offer a better price point than cities in Western Europe."
Image Courtesy Nanushka
Sandra Wants Women to Be Able to Afford Her Brand:
"It is important for me because I think that clothing and the actual art of clothing is so important. It's a very important form of self-expression. So I want a lot people to be able to express themselves. People who find it important to express themselves through their clothing—if they don't have a lot of disposable income—probably will only shop at vintage places or fast fashion, which they probably don't really like. "
Nanushka is Based on An Imaginary Woman:
"The woman who inspires me is imaginary. It's not anyone or a real living actress who I have in my mind. Obviously, I do have bloggers who I really love their style. Marta Cygan from Life of Boheme is one. But my imaginary woman definitely has nomadic roots. She's always on the road but still, she feels at home everywhere. She can be at home anywhere. She is very self-assured. She has a lot of masculinity at the same time that she's feminine. She's very down to earth and not afraid to be alone, to travel alone, she's very receptive.
Travel is a Constant Source of Inspiration:
"The Spring/Summer 17 collection of Nanushka is based on this book called The Hotel Stories. The reason I really like it is because it has this travelling state of mind. When I say travelling state of mind, I mean that you know when you travel you're very receptive. You're almost like a child who is really always very surprised in everything, such a child doesn't have any preconceptions. I've seen recently a lot of travelling films from the 60's, like The Sheltering Sky and To Catch a Thief. I'm just really obsessed with this era and this kind of feeling.
Designing is Like Magic:
"There is a special, particular moment that I really love. I don't know how other I could explain it, how everything falls into place but, when you actually realise that you draw something and it comes to life it's almost like magic. I'm always very surprised at this stage, and really I just love this kind of self-expression and I don' think it's a selfish self-expression but I think a lot of people could associate with it.
Via Harper's Bazaar US