One of the biggest fashion brands in our country has found the most unique way to celebrate. This concept and debut is simply adorable. The Sugarbird The face of the latest collection is the mother of the owner and founder Jagasics v. Csonka Hedvig, Aunt Mici. She not only inspired the designers, but the entire collection and its appearance were also built around her, as she brought it out on Aunt Mici's 70th birthday. Sugarbird the Birds & Roses collection, for which she is also the campaign face.

Roses, family portrait, celebration. These are probably the first words that come to mind when you think of... Sugarbird Birds & We are looking at the campaign images of the Roses collection. This collection is special for several reasons, as we should highlight that one of the products has become iconic even before its debut. The faux fur-trimmed jacket could have been declared sold out even before its release, as the demand for it was so high. Don't be scared, because it is exciting jumpsuitok, basic trousers and of course the pink dream dresses that shine in the main role of the campaign are also part of the collection. Jagasics v. Hedvig Csonka and the Sugarbird team always likes to surprise us with unusual campaign materials, but this time they created a truly touching and inspiring photo series and collection.

“I have told you many times that my family was a huge support and help to me at the beginning of my career. In order for me to plan the life of the brand with such ambition and to be interested in the world of fashion at all, my grandmother had a great influence on that, more precisely not only her, but also my great-grandmother and practically every woman on my mother's side. They passed on the art of sewing and all its tricks to each other, so my mother taught me to sew too. She invested a lot of energy in learning this profession, she really taught me for many years. Now that my mother is 70, I thought I would surprise her with a special gift. We designed an entire collection in her honor, the campaign material of which was also immortalized with who else but her. The entire Birds & Roses collection was inspired by my mother, in which roses and vegan leather play a major role, as she was always very cool and into it, and with roses we can automatically give the festive feeling. We spent a fantastic day in the studio when it was finished with Gergő Pejkó, and the Sugarbird the fashion material with the team. Of course, my mother became the face of the entire collection, since I won't reveal anything new by saying that she is the biggest Sugarbird fans. Birds covers all ages. & Roses, because as you can see in the photos, the pieces from the collection look just as perfect on my daughter, Maja, as they do on my mother. Our concept was clearly a family portrait, which has been processed in a classic way by many, including one of the most iconic ones, Dolce & Gabbana brought it with Madonna. I've always loved the way they bring family and that positive Italian way of life into their campaigns, which is extremely inspiring. I think this life-affirming, Mediterranean virtue absolutely worked in our campaign as well. You can see a big Sugarbird family photo, in which my colleagues also appear. We liked this project so much that we would like to make an “experience photography” available to everyone starting next week. Sugarbird "with our team". This way, professional photos can be taken of anyone, which will not only result in a familiar family portrait, but also in campaign material or fashion material created by us." – said Jagasics v. Hedvig Csonka.

The campaign material speaks for itself. The Sugarbird and photographer Gergő Pejkó have worked together for a long time.

"Hédi had the Dolce & The idea is a family portrait inspired by one of Gabbana's previous campaigns.Of course, international examples are important for every campaign, but we took this further. Sugarbird direction and a little simplified. Originally, they were gigantic productions that we tried to bring in a simpler version. We borrowed classic photography, the puritan atmosphere of Italian-Sicilian, but it could also be the Hungarian countryside. I like the end result, because this style is absolutely close to me. I have previously made a photo album with a similar concept for the band Punnany Massiv.” – said Gergő Pejkó.

The Birds ∧ Sugarbird The collection will be available from October 19th. Sugarbird in stores and online. The new concept has an exciting journey ahead, as the pieces debuting now represent more of a basic line, but many more new items are expected within the collection in the near future.