Since the beginning we have created so many patterns and I wouldn't be able to list them all. But if it is about lace then I would certainly mention the first lace of ours, the spider. I was around six and it was before the establishment of the brand itself, but my parents already produced an elastic crop top (I still have one) with this elegant but sexy openwork. Since then we have used this formation of stitches in many ways, in many styles but when I had to choose only one dress that would symbolize our lacy world I wanted to have this so called “spider dress” with our special lacy “sleeve” upon it. Perfect for summer or for an unforgettable event.
It is my real love, but do not worry if it is not your taste you will find so many different types in our stores that you will be mesmerized.
The symbol of laceparade
A symbol of bohemian femininity.
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.