Send message to Contributor

Long abstract

Fashion has always been an important tool for individual and cultural expression. Sugarbird's “More is More” collection not only follows contemporary trends but also conveys messages of acceptance and visibility, issues with which Romani have long struggled in Hungary. With the launch of this new collection, the brand has demonstrated that fashion can be a crucial medium for social and cultural dialogue. The popular Hungarian fashion brand Sugarbird was founded by Hedvig Jagasics Csonka in 2007. Her team places great emphasis on incorporating folk motifs into their contemporary designs. To ensure the authenticity of their collections, the brand collaborates with a folklorist, and engages with individuals dedicated to preserving tradition. Given that the brand is particularly popular within the Roma, in 2025, Sugarbird worked with the well-known Romani influencer, Lotti Hajdrik and the Oláh Romani community to design a Gypsy collection. The collection debuted at a day-long performance event, where the audience could sample Roma cuisine, enjoy Roma music and dance, and a runway show featuring Romani models and community leaders. The resulting collection, named “More is More,” is a unique combination of folk fashion and stylized Romani motifs, which aptly reflects the vibrancy and colorfulness of traditional Romani dress. With the launch of this new collection, the brand has demonstrated that fashion can be a crucial medium for social and cultural dialogue.