We’re also getting a sparkling beer with the summer’s number-one partywear collection
Shine, sparkle, radiance. We already know what your festival outfits will look like this year—and if you haven’t liked beer until now, we’re about to change that too. True to Sugarbird’s traditions, the brand has come up with another fantastic and unprecedented collaboration, much to our delight. Sugarbird X Monyo beer has been created, along with the year’s partywear collection. It’s almost certain that this Hungarian fashion brand and the latest girly refreshing drink will become staples of our summer get-togethers with the girls this year.
It’s no surprise that Sugarbird has surprised us with another big move, since if one thing truly characterizes its marketing, it’s creative originality. For weeks, the brand’s fans have been surrounded by excitement and speculation. Mysterious billboards appeared across the country, displaying only the word Sugarbird and a crown-like logo. Many people guessed that the brand was undergoing a rebranding, while others predicted a beauty-queen collection, but few figured out the real meaning. Naturally, the brand remained silent throughout, until the mystery was finally revealed. They are collaborating with Monyo, one of Hungary’s leading craft breweries, and we’re delighted for several reasons. First, we now know what our favorite refreshing drink will be this summer; second, we no longer have to rack our brains over what to wear to festivals and evening parties. Until now, when thinking of the Sugarbird brand, the first iconic styles and collections that came to mind were typically the Matyó-inspired Czukormadár or the crown-themed Queen and the Gang. From now on, however, we’ll also associate them with party and festival outfits. Sugarbird’s uppercase PARTY collection has been created, featuring highly feminine, highly sparkly pieces, filled with wearable and practically essential silhouettes. The only thing that will enhance our radiance further is the limited-edition Sugarbird X Monyo summer beer, because in addition to selecting girly flavors for the drink, they have somehow even made its texture sparkle.
“This collaboration with the Monyo brewery is incredibly exciting for us, because we have truly created a girly, real summer beer that is not only unique but also delicious. A great deal of preparation and work has gone into it. First, we had to dream up the recipe itself, which was finalized after numerous tastings and votes. Designing the label was also a serious process, because we wanted the image of both brands to be reflected in the product. I believe the final result is truly outstanding, and from here on, all that remains is to enjoy it. The collaboration is accompanied by a special collection as well: our designer Ádám Baranyi’s PARTY collection. We had really wanted to launch silhouettes again that would become staples of festivals and parties. Sparkle, radiance, confidence, and brilliance characterize the collection. Once again, we asked Serbian photographer Dusan Petrovic to capture our campaign, so we traveled all the way to Belgrade to create the series. We spent some wonderful days there, and the Serbian models immediately fell in love with the collection. As I always say, let there be dancing—let’s make the most of this summer and light it up!” said Hedvig Jagasics v. Csonka, founder and owner of Sugarbird.
It’s no exaggeration to say that Sugarbird has created one of the most exciting partywear collections, every single piece of which we want to see in our wardrobes. And last but not least, we can hardly wait to taste the girly Sugarbird X Monyo beer. Both the collection (www.sugarbird.com) and the drink will launch on June 15, but we should stay very alert, as quantities are limited.
