Photographer: XX
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Nanushka’s founder and creative director, Sandra Sándor, is celebrating almost 20 years of her luxury Budapest-based label in a big way. Not only is she re-launching the brand’s New York store (following on from the success of her flagship in London), she’s also presenting her spring/summer 2025 collection at New York Fashion Week for the first time. Here, as part of our Women Who Win series, she talks to Penny Goldstone about the importance of family, self-belief, and finding time for yourself.
“Despite having little formal experience
myself, it didn’t feel too daunting to strike
out on my own – I just went for it”
Description: XXX
Description: XXX
“I studied in London and then returned to Budapest
to set up Nanushka in 2005. I was really inspired by my final thesis on the Bauhaus movement; I wanted to develop it further and I was so excited to start my own business. Growing up, I was very lucky to have been exposed to [the success of] my mother’s childrenswear business, so, despite having little formal experience myself, it didn’t feel too daunting to strike out on my own. My mother was a huge support from the beginning – she helped me to set up the Nanushka atelier through her connections with local craftspeople and suppliers.”
Covid, so, naturally, our business has had to pivot as well. The label has grown tremendously in that time and we are so proud to be approaching our 20th anniversary – it not only signifies everything my team and I have worked on, but also everything we are working towards. Now, we want to focus on all the other parts of Nanushka that make it really unique, including our lifestyle, home and hospitality offerings.”
Has Nanushka had to pivot over the past few years?
“The industry has changed so much, especially after
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Take us back to the beginning of your business…
on her milestone show for
New York Fashion Week
Sandra
“Looking back on it now, I would definitely say starting
Nanushka. At the time, I didn’t feel too daunted; I just went for it because I had so much support from my mother, who already had a huge amount of experience in the industry. But when I look back at it now, I think, ‘Wow, that was a really brave thing you did – to believe in yourself and do the thing you’d always wanted to do’.”
What is the bravest thing you’ve ever done?
my biggest challenges has been being both a business owner and creative director, as well as being a mother. They’re all full-time jobs, so, at times, it’s been hard to juggle everything. I’m lucky to have very supportive family members who have helped me along the way, and I often take [my son] Samu to the office with me.
“I think one of
What has been your biggest challenge? And what lessons did you learn from it?
Sandor
“We are hosting our SS25 runway show in
New York in September and, as part of the collection, we’ll be showing some new bags in our ‘Sandi’ family, including Nanushka’s ‘Hero’ bag. We really want to showcase the beautiful craftsmanship and the advancement of our accessories line, and, I must say, this bag is a personal favourite of mine.”
Do you have a favourite piece from your new collection?
to live in the same city as my family and my workplace. This gives my son and I the luxury to be close to my parents, wider family and close friends, and it allows me to always be present at home and HQ. That said, I really believe in taking time to be by yourself, too. That’s why I love meditating in the mornings and going on long walks in the Buda Hills with my dog, Ginie.”
How can you achieve the perfect work/life balance?
“I’m based in Budapest, Hungary, so I’m lucky
“Being able to share my life with my son, Samu, who’s almost
three. Having him with my husband, Peter, was a huge blessing, and he has changed everything for me. He spends a lot of time in our Budapest HQ – the entire design team knows him really well – and he loves art and design already. Samu reminds me to always pay attention to the little things; he’s a constant source of inspiration.”
What has been your proudest moment so far?
“It’s been hard to juggle everything. I’m lucky to have very supportive family members who have helped me along the way”
“Every moment spent with my family is a success for me, but we love to
celebrate our business successes with Peter (the CEO) and the rest of the Nanushka team.”
How do you celebrate success?
“Spirit shines through matter.”
Do you have a mantra?
“My creative control
within Nanushka’s design, which is inherently important to keep the label authentic and true to itself. I started Nanushka almost 20 years ago, so it’s personal for me – the brand name is even my 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’.”
What is the one thing you’ll never compromise on when it comes to business?
“Can I say the Nanushka Store and Café? I love the matcha we serve at our
Mayfair-store cafe. I find so much inspiration in London and I always pop into Liberty when I’m in town, as I love all of the fabrics. I also visit Omorovicza, a luxury spa founded in Budapest. It’s always nice to have a little part of my hometown with me when I’m travelling.”
Any go-to spots in London?
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£465
Ileka
Alt-Leather Shirt
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£325
Tully
Floral-Shaped Sunglasses
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£565
Brantley
Printed Georgette Midi Dress
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£275
Symbol
Quilted Tech-Poplin Tot
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£495
Beaux
Leather-Trimmed Denim Shirt
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£445
Enaji
Leather Sandals
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Nanushka London Mayfair store
Nanushka London Mayfair store
Nanushka London Mayfair store
SANDRA AND Samu
I originally studied engineering and worked in that industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.
Take me back to the beginning of your business.
“I studied in London and then returned to Budapest to set up Nanushka in 2005. I was really inspired by my final thesis on the Bauhaus movement; I wanted to develop it further and I was so excited to start my own business. Growing up, I was very lucky to have been exposed to [the success of] my mother’s childrenswear business, so, despite having little formal experience myself, it didn’t feel too daunting to strike out on my own. My mother was a huge support from the beginning – she helped me to set up the Nanushka atelier through her connections with local craftspeople and suppliers.”
Take us back to the beginning of your business…
“I studied in London and then returned to Budapest to set up Nanushka in 2005. I was really inspired by my final thesis on the Bauhaus movement; I wanted to develop it further and I was so excited to start my own business. Growing up, I was very lucky to have been exposed to [the success of] my mother’s childrenswear business, so, despite having little formal experience myself, it didn’t feel too daunting to strike out on my own. My mother was a huge support from the beginning – she helped me to set up the Nanushka atelier through her connections with local craftspeople and suppliers.”
Take us back to the beginning of your business…
“Looking back on it now, I would definitely say starting Nanushka. At the time, I didn’t feel too daunted; I just went for it because I had so much support from my mother, who already had a huge amount of experience in the industry. But when I look back at it now, I think, ‘Wow, that was a really brave thing you did – to believe in yourself and do the thing you’d always wanted to do’.”
What is the bravest thing you’ve ever done?
“Looking back on it now, I would definitely say starting Nanushka. At the time, I didn’t feel too daunted; I just went for it because I had so much support from my mother, who already had a huge amount of experience in the industry. But when I look back at it now, I think, ‘Wow, that was a really brave thing you did – to believe in yourself and do the thing you’d always wanted to do’.”
What is the bravest thing you’ve ever done?
“We are hosting our SS25 runway show in New York in September and, as part of the collection, we’ll be showing some new bags in our ‘Sandi’ family, including Nanushka’s ‘Hero’ bag. We really want to showcase the beautiful craftsmanship and the advancement of our accessories line, and, I must say, this bag is a personal favourite of mine.”
Do you have a favourite piece from your new collection?
“I’m based in Budapest, Hungary, so I’m lucky to live in the same city as my family and my workplace. This gives my son and I the luxury to be close to my parents, wider family and close friends, and it allows me to always be present at home and HQ. That said, I really believe in taking time to be by yourself, too. That’s why I love meditating in the mornings and going on long walks in the Buda Hills with my dog, Ginie.”
How can you achieve the perfect work/life balance?
“Despite having little formal experience myself, it didn’t feel too daunting to strike out on my own – I just went for it”
XXXXXX: CREDITS HERE PLEASETHIS IS MISSING
“We are hosting our SS25 runway show in New York in September and, as part of the collection, we’ll be showing some new bags in our ‘Sandi’ family, including Nanushka’s ‘Hero’ bag. We really want to showcase the beautiful craftsmanship and the advancement of our accessories line, and, I must say, this bag is a personal favourite of mine.”
Do you have a favourite piece from your new collection?
“Every moment spent with my family is a success for me, but we love to celebrate our business successes with Peter (the CEO) and the rest of the Nanushka team.”
How do you celebrate success?
“Spirit shines through matter.”
Do you have a mantra?
“My creative control and the role I play within Nanushka’s design, which is inherently important to keep the label authentic and true to itself. I started Nanushka almost 20 years ago, so it’s personal for me – the brand name is even my 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’.”
What is the one thing you’ll never compromise on when it comes to business?
Photographer: Zoltan Tombor
MARIE CLAIRE AUTUMN WINTER 2024 FASHION ISSUE
