Alma Vetlényi

Alma Vetlényi

Hungary, the choice of Hungarian Design and Fashion Agency 2020

My profession was determined for me before I was even born. My father is a painter and my mother is a graduate from a design school, just like me. From an early age, I created together with my parents; my father allowed my sister and me to make some touch-ups on his paintings. My mom would always dress me up in a way that would distinguish me from other schoolmates. As a result, fashion for me is a combination of art and unique clothing style that becomes complete in my work. 

As a graduate from Moholy-Nagy University of Art and Design (MOME) Budapest with a major of Fashion and Textile Design, I feel thankful for the opportunity to work with different professionals in the field and also be discovered internationally as a young emerging designer. I won several prizes for my zero-waste design solutions, that helped me to discover my aspiration for sustainable fashion. Working as the designer assistant at AERON, one of the biggest Hungarian designer brand, I experimented with variety of technics and concepts of creative and innovative design for the brand.

I am also proud that I am known in Hungary for my sustainable designs. My collections have been shown in Budapest, Berlin, Munich, London, Helsinki. Thanks to the numerous national press releases, my story reached the New York Times, who published the article about my aspirations with sustainable design in their Turning Points special issue.

My current collection stands for the preservation of value - everything that is important to us on individual and collective levels, such as nature, culture or diversity. The collection juxtaposes the opposite concepts for example how intellectual, urban life exists side-by-side with a more rural slow living ethos or that femininity can be soft in its hardness. The colours and shapes were inspired by the pureness of winter and the sophistication of high arts. The designs were also influenced by the synthesis of the rawness of rural life with the Hungarian Bauhaus architecture. However, the key element is the process of garment cutting, which is managed in a zero-waste way. 

Sustainability in fashion is a concept that inspires me, as a designer, to transform current consumption habits in a more conscious way. Although the lack of transparency and traceability across the fashion supply chain is a major challenge, I still believe that in future, people will recognize the problem and make their consumption choices more sustainable.

Moodboard IYDC participants AlmaVetlenyiHungary