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Maje is the less urban, more timelessly feminine sister brand of Sandro. But a more conservative approach didn’t stop artistic director Judith Milgrom from updating the label’s offer with fresh vintage references and approachable takes on the season’s trends.
British fashion of the Sixties was a principal inspiration, Milgrom said, which came across clearly in paisley prints, checked tartan looks and blouses with bouffant sleeves. Leather skirts and minidresses with studded details mixed English country with a hint of punk.
The collection also had an Eighties bent with vamped-up, ruffled cocktail dresses that were more Melanie Griffith in “Working Girl” than Mary Quant.
Maje has continued to develop its accessories line with new editions of the boxy “M” bag — this time using cowgirl fringe, leopard spots and studded ruffles.
Maje Fall 2017
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“People don’t have an idea of what Hungarian fashion is,” said Vivien Laszloffy, chief executive officer of the Budapest contemporary brand Áeron. “It’s cool that we get to create that.”
It’s true that while Hungary’s garment industry has started to wake back up in recent years — Stella McCartney and Moncler are among the brands who produce there — most people would struggle to conjure an image of Hungarian style.
At Áeron, it meant a clean-cut, classic wardrobe with the occasional injection of an updated, on-trend touch. For fall, the focus was on men’s-wear inspired suiting fabrics in an earthy palette. The daywear-focused collection had an occasional pop of jewel-toned velvet or leather; the overall effect was sensible but not overly serious.
The clothes were made in Hungary using Japanese and Italian fabrics. Some pieces used traditional stitching techniques that can take more than an hour per item, according to Laszloffy, which the brand reinterpreted in service of a modern look.
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