Nanushka 

Photography – Chloe Mallett
Fashion Director – Ursula Lake
Interview by Ursula Lake

Make chats with Sandra Sándor of the brand Nanushka to find out a little more about her and pioneering brand.  

Q. Tell us a little bit about your childhood, background and your route into fashion design.

A. Growing up, I was lucky enough to be exposed to the fashion industry through my mother’s childrenswear business – it allowed me to be exposed to the day to day and experience the behind the scenes of the industry from such a young age, which made it so natural for me when deciding to move into fashion myself. I travelled to London for university, where I studied Design at London College of Fashion and then started Nanushka in 2005, after I travelled back to Budapest once I’d graduated. 

Q. What was the turning point that made you want to create Nanushka and where does the name come from?

A. As part of my studies, my final thesis was based on the Bauhaus movement. I was so excited about it that I wanted to develop the idea further and this inspired me to start Nanushka, the name for which actually originated from a childhood nickname – The typical nickname for Sandra is ‘Sandy’, but I couldn’t pronounce it when I was younger, so it became ‘Nany’ and then my father started calling me ‘Nanushka’  

Q. What would you say informs or influences your designs the most? Can you tell us a little bit about your design process?

A. Generally, a lot of my inspiration and influences when it comes to designing come from Budapest as a city. I like mixing unexpected cultural references, techniques relating to traditional crafts methods. Budapest is in the intersection of “East meets West” it’s a melting pot of many different cultural elements, design, especially architecture. It’s a constant inspiration for me.  

Q. Do you have a muse or a dream idea of the woman or man that you design for?

A. I wouldn’t say I design for a specific ideal man or woman, but I do design with the Nanushka muse in mind – the Nanushka muse is modern – they have a beautiful, functional and versatile wardrobe. My aim when I design is always to merge traditional techniques and contemporary silhouettes. I think imperfections in us make us truly unique and beautiful which I like to embrace in my designs.  

Q. Does your Hungarian heritage have an influence on the aesthetic of the brand?

A. Hungarian culture and heritage is a huge inspiration for Nanushka. Our HQ is based in Budapest and as a city, it’s really the intersection of “East meets West” where very different cultural influences are mixed to create a complete harmony and I think this is reflected in the brand. The Kopjafa symbols originate from a 16th century tradition across Hungary and Transylvania, they are very much part of our brand identity. Kopjafa totems traditionally featured intricate motifs that would indicate the personal characteristics of a person, for them to be remembered after their passing – they’re a symbol of legacy and represent the brand’s history. We use them in many different ways in our collections. But that’s just one element. I like to revisit Hungarian embroidery and knitting techniques as well, and our Origami bags feature a special Hungarian crochet hand stitching to enhance its beauty, but also functionality.  

Q. We love the sustainability angle of your design. How easy was it for your designs to adhere to this sort of ethical standpoint?

A. We draw a lot of inspiration and energy from nature, so naturally, we want to appreciate and respect the world we seek our inspiration from. Responsible sourcing and manufacturing are our top priorities, and this is why we not only always craft and develop products that are considered and take responsible production into account. Our exclusive OKOBORTM fabric for example (which is free from the use of animal derivatives) has allowed us to reduce the water footprint of this material by 80% and its carbon footprint by 20%.  

As a brand and company, it goes beyond just the design process for us, and we also work to give back and contribute positively to the communities that we work with too.  

Q. If you weren’t a fashion designer, what would you be?

A. Because I grew up around it, I think I always knew that I wanted to be a fashion designer, but if I went into a different career path, I think I would have loved to have been an interior designer.  

Q. We are moved by your decision to help Ukrainian refugees. Can you tell us a little bit about that?

A. We’re a Hungarian brand and we share a border with Ukraine, so when the war started, we decided to use the company’s infrastructure and social platforms to support Ukrainian refugees as much as we could. We partnered with the Hungarian Charity Service of the Order of Malta to provide food, accommodation, clothing and transport in Budapest to those seeking shelter, we worked with Budapest’s Moholy-Nagy University of Art and Design (MOME) to create a ‘Help Pack’ scheme, which supplied care packages for people, and we worked with Maverick Lodges to provide shelter for people who were displaced. We also started a program to help Ukranian designers, and through that program we were able to invite to Budapest See Me Linen, who makes wonderful organic linen bedding.  

Q. What are your plans or hopes for the future of the brand?

A. We’re coming up to a big milestone this coming year that has always been a huge dream for me since starting Nanushka. 2025 will mark the brand’s 20th anniversary and I’m really excited about all the amazing things we have in store to celebrate such a huge moment for us.  

Q. The theme of this issue is ‘Bright’. How does that word resonate with you?

A. For me, the word ‘bright’ makes me think about summer and being outdoors – connecting to nature. I love gardening and spending time outside with my son Samu.  

 You can shop the Nanushka collection and learn more about the brand HERE 

Hair by Kim Roy 
Make up by Sonia Deveney using Caudalie 
Model – Erin Harrison at Premier