Hungarian fashion brand Nanushka opens store in New York

Hungarian fashion designer Szandra Sándor, creator of the brand Nanushka, has opened a new store in the heart of Soho, New York, located at 27 Mercer Street.

The store was designed by Italian architect Matteo Corbellini, whose innovative approach to evolving spatial design offers a refreshing take on retail spaces. This marks another milestone for Nanushka, a brand that has been embraced by many celebrities worldwide.

Photo: FB/ Nanushka

Corbellini first encountered Sándor’s brand during a dinner event in Milan, held at Villa Clea, an art space designed by him, Világgazdaság reports. Their connection was instant, and the result is a collaboration that now brings a unique Nanushka experience to New York. The store is built around the concept of a “temporary refuge,” aligning with Nanushka’s commitment to sustainability and creating a calm, welcoming environment amid the city’s hustle and bustle.

The interior, curated by Allina Corbellini for Lunaa, features black lacquered metal furniture, with raw metal pieces visibly welded together, reminiscent of the craftsmanship involved in sewing fabric. The use of textiles throughout the space introduces soft, organic shapes with folds and undulations that enhance the feeling of warmth and fluidity.

Photo: FB/ Nanushka

At the heart of the design are distinctive fabrics sourced from the brand’s Budapest atelier. These materials are assembled into a unique frame that balances between movement and stability. Inspired by the nomadic structure of a Berber tent, the space brings a dynamic energy, with certain design elements fixed in place, while others remain mobile, allowing the store to evolve constantly. The overall atmosphere is both light and flexible, making for an immersive shopping experience that blends the established with the fresh.

Celebrities embrace Hungarian fashion

Nanushka’s appeal has transcended borders, capturing the attention of global celebrities. Golden Globe-winning actress Kate Hudson recently wore Nanushka in a video clip released in March, further solidifying the brand’s presence in Hollywood. Other stars like Selena Gomez have also sported the brand, including her appearance on NBC’s The Kelly Clarkson Show. Meanwhile, pop star Justin Bieber has been seen wearing Nanushka’s Gimme sunglasses at the 2021 Super Bowl and was recently spotted again donning pieces from the Hungarian label.

20th Anniversary Collection unveiled in New York

In addition to the new store, Nanushka recently celebrated its 20th anniversary by unveiling the Spring/Summer 2025 collection in New York. According to Magyar Nemzet, this special collection draws inspiration from paper artistry, incorporating various textures and techniques derived from raw paper, which are then reimagined into sophisticated fabrics and garments. This creative approach continues Nanushka’s dedication to timeless and thoughtful design, capturing the brand’s essence in a fresh and innovative way, and also highlights the significance of human connection and physical touch, while celebrating the deep cultural heritage rooted in Nanushka’s Hungarian origins.

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