Ottó Flóra

Institute of Theoretical Studies / Art and Design Theory BA
thesis consultant
Földi Eszter
thesis opponent
Keszeg Anna
thesis

The fashion of uniforms in the Kádár era

The role of Malév’s Pierre Cardin uniform collection in the history of fashion

In my research, I explore the history of the uniform collection of the Hungarian airline Malév created by French fashion designer Pierre Cardin. The aim of my thesis is to place this collection in the context of the Kádár era’s economic policy and fashion industry, and describe its role in the history of Hungarian fashion (in the socialist era in particular) from these aspects. The uniforms created by the Pierre Cardin brand for the Hungarian airline show how progressive both of them were. The airline was striving to have proper marketing and market success in the gradually disintegrating socialist economy; the French fashion brand was exporting Western capitalist sales and distribution qualities to the East, and they were both aiming to go beyond their geopolitical and economic limitations. This progressivity is clear in the uniform collection created for Malév. The airline used these uniforms between 1985 and 1992.