It is true that Sugarbird has been drawing on Hungarian heritage elements for many years, but this time the matyó style has taken a new direction. The collection is highly forward-thinking and truly international. It is heartwarming to see what a perfect result is born from the meeting of tradition and ever-changing fashion.

We are grateful to the Sugarbird team for elevating the matyó pattern to its rightful and distinguished place in today’s fashion world. Thanks to the designer brand, Hungarian style has become fashionable at home, and is increasingly sought after abroad as well. This was precisely the personal mission of Jagasics v. Csonka Hedvig, founder and owner of Sugarbird. For more than a decade, she has been working to turn her goal from a dream into reality. This is also why Sugarbird’s standalone brand, Czukormadár, was created, and its story is now entering a new chapter. Welcome to the Sugarbird Matyó collection, whose unveiling the brand certainly did not leave to chance.

“It was an absolutely conscious decision on our part to give the Czukormadár, beloved by so many, a new look both in its visual identity and its image. In Hungary, Czukormadár has become what one might call a well-known collection—or rather, a concept—over the past few years, but we would like to make not only the matyó pattern internationally known, but also the term ‘matyó’ itself within the fashion industry. We have proudly worked together for many years based on the work of the embroidery women of Mezőkövesd, as it is important to us to use the most authentic patterns and materials as our foundation. This was also the case with the Matyó 2023 autumn collection, which we naturally infused with Sugarbird style elements and are debuting in increasingly exciting cuts. We asked Edina Kulcsár to photograph our campaign, and this was the first time we worked together on a project. Edina immediately felt that the matyó style was her own, which comes through completely when looking at the photographs. We love Edina’s personality and face, as well as the fact that she proudly wears our favorite pattern. Hungarian style is already fashionable in Hungary, but we are doing everything we can to make it so internationally as well, and Edina’s personal international successes—and, of course, her beauty—can contribute to this. Welcome to the MATYO paradise!” – said Jagasics v. Csonka Hedvig.

The Sugarbird Matyó 2023 autumn collection is more than magic. It is not only the color palette that inspires love, but also the range of cuts. Fortunately, the first pieces of the collection have been available on the website since July 17, but judging by the brand’s social media platforms, many exciting developments are still ahead. Red, crimson, purple, and yellow. In other words, original and reimagined color variations arrive alongside sophisticated details, signature styles, and brand-new cuts in the eagerly awaited collection. Edina Kulcsár shines like a true fashion icon in the campaign photograph, which we will also see on numerous billboards across the country in the coming weeks. We learned that the photo shoot was far from ordinary, as the former beauty queen had to pose in a pool filled with ice-cold water until the perfect result was achieved. Edina has taken part in numerous photo shoots and handles situations like this professionally.