USE unused, a fashion brand that was discontinued in 2017, turned to the dress culture of the Roma for an inspiration for its 2017 spring and summer collection.
On the occasion of International Roma Day, the two designers, András Tóth and Attila Godena-Juhász told the Museum of Applied Arts’ staff about the collection and the Petra dress, which was added to the museum’s Contemporary Design Collection in 2022:
The Petra dress was made for USE's 2017 spring–summer collection. Our source of inspiration was the culture and dressing of the Roma in Hungary. It was an exciting turning point in the life of the brand, because USE had previously been characterized by simple, clean pieces.
We have always liked to mix masculine and feminine elements. Rich in colour and pattern, the dress culture of the Roma proved to be a source of inspiration whose contrast with the brand’s image was exciting, but the end result remained true to the philosophy of USE.
The photos for the campaign were made by Bálint Barna, the models were dancer Katalin Lőrinc and interior designer Eszter Bertóty.
The location for the photo shoot was an unofficial campsite with caravans from the 1970s and 1980s. The campsite referred to the nomadic lifestyle of the Roma, who found a home all over the world and enriched the culture of other countries with their own.
Petra' dress, USE unused 2017 Spring-Summer collection, fashion photo for the campaign by Bálint BarnaMuseum of Applied Arts, Budapest
In the campaign photo, Katalin Lőrinc is wearing the Petra dress with baggy, pleated trousers.
The mix and match of styles and patterns was inspired entirely by Roma culture, which informed the rest of the collection as well.
Petra' dress, USE unused 2017 Spring-Summer collection, fashion photo for the campaign by Bálint BarnaMuseum of Applied Arts, Budapest
Petra' dress, USE unused 2017 Spring-Summer collection, fashion photo for the campaign by Bálint BarnaMuseum of Applied Arts, Budapest
Reflecting on the Indian roots of the Roma, we called the colours spice colours, such as cinnamon and masala, and combined them with vanilla yellow, dark blue or black. The ochres and different shades of claret bring to mind the retro atmosphere of the 1970s.
We would also like to call your attention to the material of Museum of Applied Arts 2022 story, In Circulation: Romani Design.
interview with András Dániel Tóth and Attila Godena-Juhász
by Judit Horváth, PhD; Melinda Farkasdy; Jessica Fehérvári; Rita Komporday (text)
Sarolta Sztankovics (ed.)
