If you were born somewhere in West you really cannot imagine the faded image of knitwear here in Eastern Europe.
Old-fashioned, only for wintertime, boring are the top adjectives that come into the minds when I mention knitwear, so it is no surprise that we are fighting against these ridiculous stereotypes everyday.
That is why I always design some crazy and fancy something that might be just a cover- up, just some colourful decoration that would fit even a party outfit. One of my favourites (everything is my favourite I know) is the fluffy fury yarn of A/W 2019/20 which is soft like a dream, when you touch the natural fiber.
The oversized statement sweater that will catch all the eyes around you.
The symbol of funky knits
Photo: Dávid Ajkai
Design: Zsuzsi Csillag
Assistant BM: Ágnes Laczkó
Make- up: Veronika Deák
Styling: Gabriella Parádi
Hair: Klaudia Violetta Gál
The Süel Story began in 1992 when my parents established the company. Well actually it had already begun before as they had been producing jeans and other garments, designed by my mother. I remember the day when I was around 9, sitting on the couch and my father was sketching our new logo for the new brand. Süel doesn’t really have a certain meaning (or at least I do not know if it does), it is a fantasy name that emerged from a brainstorming between my parents. I suppose that it might have something to do with Susie. We are both called Susie, my mom and me…
This amazing knitware story started almost 30 years from now, and we have still been here in the heart of Europe. The focus was on knitwear from the beginning and in the the end my mother was a real innovator in this field. Right after the democratic revolution in Hungary we did not have much information of the Western World.
There was no fashion TV, no magazines; no Internet and still, the timeless ideas of hers have always met the expectations of modern times, even today
Ever since the age of 16 I have been part of the design process in the family fashion business, building my know-how and knitwear expertise. After graduating at Corvinus University of Budapest with a Master's in economics and working at Unilever as a marketer I decided to join the family enterprise. It's has been many years now, and I have still been into that..
To assemble the sets for this shooting was one of the hardest jobs throughout these years as my dream was to create a
which tells you everything about us, our style and spirit of ours.
I have conducted a survey among the VIP clients, how they would summarize their thoughts in three words on top. Colours, patterns, outfits, anything that comes up. In the end we were drowning in the waves of information. It was extremely challenging to describe all these years in pictures but I hope you will truly love it.