Prima Moda – Fashion History Lecture

Budapest’s District I, with its centuries-spanning history, distinctive architectural and natural features, and unique atmosphere, provides an inspiring environment for all those seeking opportunities for creation and visual expression. Over the past decades, it has also become one of the defining locations for fashion photography, where the meeting of tradition and contemporary visuality takes shape in exciting compositions. The Hungarian Fashion Association aims to represent fashion as both a cultural and local value. In line with this, in 2024, it organised a successful fashion photography exhibition titled “Style and Message,” supported by the Márai Sándor Cultural Centre and the Budapest Castle District Municipality, featuring a selection of photographs taken in the 1st District. The Virág Benedek House hosted the exhibition for four months, achieving remarkable professional and public success: it was covered by M2 and Duna TV, and featured in numerous cultural recommendations. Following the closing of the exhibition, the organisers are working on creating a digital catalogue, which will feature not only the visual material but also narrative texts evoking the different eras. The publication, accessible via a QR code, aims for easy access and wide distribution, while experimenting with the possibilities offered by artificial intelligence in its content creation – thereby reflecting the technological openness of contemporary fashion culture. The project is once again supported by the Budavár Municipality.

About the organiser:
The Hungarian Fashion Association has been operating for 22 years; its establishment was initiated by Magda Vámos. The association is the oldest civil fashion organisation in Hungary, with members including experienced fashion designers, fashion entrepreneurs, models, journalists, and photographers, all of whom authentically represent the values of the Hungarian fashion industry. Its current president is Dr Ildikó Medgyessy, founder of Elegant Design Zrt and director of the Patronage ’99 Foundation. The association aims to promote fashion as an artistic and aesthetic value, with particular attention to fostering intergenerational collaboration and ensuring professional continuity. The Víziváros Club hosts their monthly club events. They are also experienced in creating fashion-related content and producing publications, working across multiple languages – including the universal language of imagery and design.

The event requires prior registration. You can register at the following email address:
divatszovetsegmagyar@gmail.com