SS20 RITUAL

Budapest, Hungary, June 13, 2019

Inspired by the mythological world of folklore, this collection takes us on a journey of rituals that draws on old practices of Midsummer Night celebrations.

Whilst folklore remains engrained in the brand’s DNA, the SS20 collection ventures into a new area - building on previously applied elements, like earth, fire and rural themes – opening a portal to a slightly ethereal landscape. Supernatural powers are at work here, people lighting bonfires and jumping over them in the promise of purification. They were called the children of fire. A smoky, mystical, raw mood is paired with a mesmerizingly colourful melancholy which is transferred onto the garments through a natural plant-based dyeing technique and the use of hand-woven, collected and refreshed canvasses, some of which are more than 60 years old.

Sustainability being one of the key values of the brand, it continues to impress with its contemporary, minimalist designs where t-shirts and jumpers are made out of organic cotton, jackets out of recycled polyester and shirts of linen and ramie, creating a collection of functional, high-quality garments.

The brighter, rusty, orange and yellow shades, the floral motives on old jacquard woven fabrics indicate the experimental nature of the designer, at the same time they are a reference to the flowers used as part of the Midsummer rituals.

Whilst these colours, together with the ramie and double – gauze materials open up the collection to a sense of lightness, the poison and olive green on waxed cotton and tapestry textures pull us right back to the rural rawness which makes each Zsigmond Dora Menswear piece so appealing.

THE CHILD OF FIRE

The main character in Zsigmond Dora Menswear’s SS20 collection is the Fire Child. Originating from the Midsummer Night practices of old days, people would jump over the bonfires they lit, in order to be purified.

The brand’s campaign images are composed as to recreate the setting for this mystical event. The black ground, the fire-tones and the wig symbolize rebirth after emerging from the flames. The fire child is pure, strong but sensitive at the same time with a sense of curiosity and a mission to make a difference in today’s society that is full of contradictions.

photo credits

photo _ Peter Lestar

hair _ campaign Norbi Kozma

hair _ lookbook Krisztián Hevesi

MUA _ Miklós Kispál

model _ Levente _ WAM Model Management

creative writing _ Goldentoth Consulting