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 face of Sugarbird's 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 Sugarbird launched the Birds & Roses collection on Aunt Mici's 70th birthday, and she is also the face of the campaign.
Roses, family portrait, celebration. Perhaps these are the first words that come to mind when we look at the campaign images of the Sugarbird Birds & Roses collection. This collection is special for several reasons, as we should point out that one of the products has become iconic even before its debut. The faux fur-trimmed jacket could have been practically sold out even before its release, as the demand for it was so high. Don't be afraid, because the collection also includes exciting overalls, basic trousers and, of course, the rose-colored dream dresses that shine in the main role of the campaign. Jagasics v. Hedvig Csonka and the Sugarbird team always like to surprise us with unusual campaign materials, but this time a truly touching and inspiring photo series and collection was created.
“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, 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 we immortalized with none other than her. The entire Birds & Roses collection was inspired by my mother, in which roses and vegan leather play the main roles, as she has always been very It was cool, it was something to wear, and with roses we can automatically give the festive feeling. We spent a fantastic day in the studio when the fashion material was finished with Gergő Pejkó and the Sugarbird team. Of course, my mother became the face of the entire collection, since I won't give anything away by saying that she is the biggest Sugarbird fan. Birds & Roses covers all age groups, because as you can see in the photos, the pieces of the collection look just as perfect on my daughter, Maja, as they do on my mother. Our concept was clearly a family portrait, which many have already processed in a classic way, including one of the most iconic ones by Dolce & Gabbana with Madonna. I have always loved the fact that they smuggle family and that positive Italian feeling of life into their campaigns, which is extremely inspiring. I think that this life-affirming, Mediterranean virtue absolutely worked in the case of our campaign as well. The series also includes a large Sugarbird family photo, featuring my colleagues. We liked this project so much that we would like to make the opportunity of an “experience photoshoot with the Sugarbird team” available to everyone starting next week. This way, professional photos can be taken of anyone, resulting in not only a familiar family portrait, but also a campaign or fashion material that we have created.” – said Jagasics v. Hedvig Csonka.
The campaign material speaks for itself. This is not the first time Sugarbird and photographer Gergő Pejkó have worked together.
“Hédi had the idea for a family portrait inspired by a previous Dolce & Gabbana campaign.Of course, international examples are important for every campaign, but we took this further in the direction of Sugarbird and tried to simplify it a bit. Originally, they were gigantic productions that we tried to bring in a simpler version. We borrowed classic photography, the puritan atmosphere of Italy-Sicily, 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 collection will be available in Sugarbird stores and online from October 19. The new concept has an exciting journey ahead of it, 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.
