KÉKFESTŐ '25

The new collection from Hodlik Anna Bag was created in honour of the Hungarian art of indigo dyeing, combining traditional craftsmanship with modern design. At the heart of the collection lies one of Hungary’s most important applied arts heritages, which UNESCO designated as part of the Intangible Cultural Heritage in 2018.

The pieces feature textiles crafted using the unique, hand-dyed techniques of the Győr Blue Dyeing Workshop, made from natural materials and drawing on a rich heritage. The campaign images were shot at authentic locations in Győr, perfectly reflecting the harmony between tradition and creativity.

The bags’ distinctive patterns and contemporary design embody everyday elegance and timeless style, whilst telling a unique story.

This collection is not merely about fashion, but carries a cultural message: the preservation and reinterpretation of the tradition of blue dyeing for the modern world, proving that this heritage remains relevant and inspiring today.

Blue-dyeing is a traditional textile-dyeing technique in which wax- or paste-based patterns are applied to cotton or linen fabric by hand or using a stencil.
The fabric is then dyed in an indigo vat, and the areas protected by the wax remain white, whilst the rest takes on a beautiful blue colour.
The technique dates back to the 18th century and quickly became popular in Hungary.
The centres of blue dyeing include Tolna, Győr and Gyöngyös, where traditional craft workshops are still in operation today.

This technique is fascinating not only for its beauty but also for the intricacies of its production.
The chemical processes involved in indigo dyeing and the precision of the patterning remain inspiring even in the modern age.
Blue dyeing is considered a ‘Hungaricum’ in our country, which means it is an important part of Hungarian cultural identity.

The HA collection serves as a reminder of how important it is to preserve and pass on our cultural heritage.
The art of indigo dyeing and its heritage can still provide inspiration today, if we approach it with the necessary respect and creativity.
The collection thus conveys a message of respect not only for fashion, but also for traditional craftsmanship.

The colour palette of the collection is based on shades of blue, complemented by the purity of white and the elegance of silver.
This colour harmony not only evokes the characteristic colour scheme of indigo dyeing, but also lends the bags a modern, wearable style.
Alongside bags featuring the traditional indigo-dyeing pattern, new designs have also been introduced that present an inversion of the original textile pattern: blue patterns appear on a light background, offering a new and fresh interpretation.

This collection is not merely about fashion design, but also conveys a cultural message: to preserve the tradition and values of Hungarian indigo dyeing, and to demonstrate that this heritage remains relevant in today’s world.

The campaign images were shot in the authentic setting of the Győr Blue Dyeing Workshop and at the Győr brand boutique, and they perfectly capture the spirit of the collection: a respect for tradition and a commitment to creativity.

We would like to thank the Győr Blue Dyeing Workshop for this honourable collaboration, which has enabled the heritage of the past and contemporary design to come together in a stunning collection!