Adél Kovács – Brandscaping Fashion

Fashion Brandscaping – From Dissertation to Publication

Working with Adél Kovács on Brandscaping Fashion has been a multi-layered process, following the evolution of her research from its origins as a doctoral dissertation to its final form as a published volume. Having been involved in the Hungarian editing and English translation of the original thesis, I had the opportunity to further refine and adapt the text for this publication, ensuring that the academic depth remains accessible within a broader professional context.

About the Book

Brandscaping Fashion examines how fashion brands create lasting cultural value in a world shaped by climate change, geopolitical shifts, and economic uncertainty. The book explores the brand atmospheres that allow companies to extend the life of their seasonal products through art, entertainment, and immersive retail environments.

From the synergy between fashion and contemporary art to the virtual identities emerging within the metaverse, the volume serves as a cultural time capsule. It offers a paradigmatic example of how interdisciplinary design can foster a more conscious and nuanced branding culture.

Credits

Author: Adél Kovács

Editor & Translator: Zsuzsanna Koós

Illustrator: Anett Hajdú

ISBN: 978-615-02-4346-7

Adél Koleszár – Only Have Faith

Only Have Faith – My Contribution to the Book

It was an honor and joy to take part in the making of Only Have Faith as the book’s English language editor. Adél Koleszár’s work has been important to me for many years, and this project in particular has always held a special place in my heart. When Adél invited me to join the team, I felt deeply grateful. Working with her and the entire crew was inspiring in every way, and together we created a book we are all profoundly proud of.

About the Book

Only Have Faith explores the violence that has plagued Mexico over the past two decades, contextualizing it within the broader role of photography in representing and perpetuating terror. The so-called war on drugs, initiated in 2006 and funded by the U.S., destabilized communities to control resources, migration, and territories, leaving the population vulnerable.

The project follows a year of excavation at the Colinas de Santa Fe mass grave in the state of Veracruz—a site that emerged from the staggering number of forced disappearances in the country and is considered one of the largest clandestine graves discovered in recent Latin American history. The series tells the story of the mothers of Colectivo Solecito de Veracruz, a volunteer collective who led the search and continue to seek their disappeared loved ones across multiple locations. Their perseverance embodies both resistance and mourning, revealing the human dimension of systemic violence and the emotional hardship left in its wake.

Mainstream media has often sensationalized violence for profit, turning photojournalism into a competitive industry and commodifying tragedy. Adél’s work stands apart by focusing on landscapes, resilient individuals, and a stylistic evolution. She juxtaposes neglected infrastructure with nature’s bounty, capturing the human cost through testimonies rather than graphic imagery.

Adél’s immersion in Mexico’s culture transformed her approach, allowing her to delve deeply into the complexities of violence and reshape her perspective. Created in Veracruz, her project serves as a poignant reflection on the far-reaching effects of systemic exploitation under capitalism.

About the Artist

Adél Koleszár (b. 1986, Hungary) explores how systemic violence reshapes culture and identity, creating long-lasting changes in social structures, human behavior, and the self. Through photography, she collaborates with marginalized groups and individuals, highlighting their unorthodox yet constructive responses to violence, poverty, and segregation.

About the Publisher

aqb

As Head of Communications at aqb, I shape and execute its communication strategy, ensuring a strong visual and content identity. I manage social media, create engaging content, and build connections in the local and international art community. Working closely with artists and stakeholders, I develop communication plans for exhibitions and events, enhancing aqb’s visibility. By analyzing performance metrics and integrating innovative digital strategies, I help strengthen aqb’s presence in the global arts scene.

I’m lucky to work with an incredible, all-woman operations team: a top-tier community lead who is both a gifted artist and an exceptional community manager, and a fantastic residency program lead. Their dedication and expertise make aqb a vibrant and dynamic space.

Co-Founding Archívé Atelier

In 2021, I co-founded Archívé Atelier with fashion designer and consultant Adél Kovács. Our vision was to create a virtual space where we could curate and resell conceptual fashion, books, and home accessories, all while maintaining complete control over the aesthetic presentation. By sourcing and reimagining existing designer pieces, we aim to promote sustainability and offer unique, thoughtfully curated items to our audience.

Gábor Koós, Visual Artist

Gábor Koós is a contemporary artist renowned for his innovative printmaking techniques, including large-scale woodcuts, frottage prints, and site-specific installations. His work explores themes of memory, documentation, and the interplay between urban and natural landscapes. Born in 1986 in Lucenec, Slovakia, and currently based in Budapest, Hungary, Koós has exhibited his work internationally, earning recognition for his unique artistic approach.

In 2023, I had the opportunity to collaborate with my husband on the development of his personal website. I crafted the artist profile and textual content, ensuring that his artistic vision and achievements were effectively communicated to a global audience. Additionally, I have designed and managed his Instagram presence, curating content that highlights his projects and engages with the art community. This collaboration has been instrumental in enhancing his online visibility and fostering a deeper connection with his audience.

For a comprehensive view of his work and upcoming exhibitions, visit his official website: gaborkoos.art

Adél Kovács, Trend Researcher & Fashion Designer

Adél Kovács is a distinguished fashion designer and consultant with over 12 years of professional experience. She adeptly translates seasonal brand narratives into innovative, high-quality products and imagery. Her collaborations span commercial brands like Swarovski, Vans, Audi, and Eudon Choi, as well as independent contemporary labels such as NUBU. Notably, Adél designed the Hungarian National Team’s kit for the Tokyo Olympics, marking a significant international achievement. Her work has been featured in Elle, British Vogue, and Wallpaper Magazine. Adél studied both womenswear and menswear design at the London College of Fashion and the Moholy-Nagy University of Art and Design in Budapest. 

In 2018, I had the privilege of interviewing Adél for her personal website. I conducted the interview, wrote the accompanying text, and translated it into English, ensuring her insights were accessible to a broader audience. This collaboration highlighted her innovative approach to fashion design and her ability to seamlessly blend commercial and artistic projects.

In 2024, I had the opportunity to contribute to Adél’s doctoral dissertation, Fashion Brandscaping – The Dimensions of Fashion Brand Extension, by editing the Hungarian text and translating key sections into English. This dissertation explores the intersection of fashion, architecture, and branding, analyzing how interdisciplinary design approaches create lasting cultural value. My role was to refine the clarity and coherence of the text while ensuring the translated sections maintained the original intent and academic rigor.

Limelight / Viktor Vicsek, Visual Artist

At Limelight, I have had the privilege of shaping the artistic concepts and overseeing communication for several innovative projects led by visual artist Viktor Vicsek, each exploring unique intersections of art, technology, and nature.

Volume

Debuted at Inota Festival in Hungary in 2023, Volume is an immersive light installation featuring 72 light tubes and an 8-channel sound system. I developed the artistic concept, focusing on the dynamic relationship between individuals and their environments. The installation invites participants to reflect on how spaces can influence perceptions and emotions, creating an interactive dialogue between light, sound, and human presence.

Space Filler

Presented at the Lighthouse: O N light art exhibition in Debrecen, Hungary in 2020, Space Filler is a site-specific installation composed of custom-made LED tubes. Inspired by Stephen Wolfram’s complexity theory, Viktor conceptualized the artwork to illustrate how simple programs can generate intricate patterns. My role included developing the visual narrative and communicating the scientific inspiration behind the piece, encouraging viewers to reconsider their assumptions about complexity in nature.

Tardigrade [Water Bear]

First showcased at the Zsolnay Light Festival in Pécs, Hungary in 2019, Tardigrade is an inflatable LED sculpture created in collaboration with Koros Design. I was responsible for shaping the artistic concept, drawing on the symbolism of the resilient microscopic creature to evoke ideas of harmony and sustainable coexistence with nature. I also led communication efforts, crafting the narrative to highlight the artwork’s environmental message.

Through these projects, my work focuses on bridging artistic vision with scientific ideas, fostering thought-provoking experiences that engage audiences in a deeper appreciation for the complexities of the world around us.

A Project Study: Limelight for rag & bone

In 2020, I had the privilege of overseeing communications and project management for Limelight‘s collaboration with fashion brand rag & bone during New York Fashion Week. This partnership aimed to transcend traditional fashion presentations by integrating immersive audio-visual elements that addressed pressing societal issues.

Project Overview

rag & bone sought to redefine their Fall/Winter 2020 collection showcase by shifting focus beyond fashion, emphasizing the interplay between digital reality and human interaction with technology. Limelight was commissioned to create 3D projection mapping visuals that would serve as a dynamic backdrop for the runway show.

Creative Concept

The visual narrative guided the audience through four distinct environments—New York, London, the English countryside, and the Brazilian rainforest—highlighting the brand’s commitment to leveraging technology to combat climate change. Set to Underworld’s “King of Snake,” the experience underscored the urgency of returning to nature and fostering global unity to prevent ecological catastrophe.

Execution

An expansive wall functioned as a portal for models, with Limelight’s content displayed through high-definition projectors. The projection mapping artwork offered a futuristic vision, addressing environmental challenges and advocating for a higher state of collective consciousness.

Outcome

The collaboration resulted in a 12-minute immersive experience that captivated attendees and garnered positive media attention. The seamless integration of fashion and visual art not only elevated the runway presentation but also reinforced rag & bone’s dedication to addressing societal issues through innovative storytelling.

This project exemplifies the power of interdisciplinary collaboration in creating meaningful, impactful experiences that resonate with diverse audiences.

Limelight

Since 2018, I have been leading communications and production at Limelight, an internationally acclaimed digital art design studio specializing in projection mapping and immersive experiences. I oversee strategy for website content and SEO, ensuring our online presence effectively showcases our innovative projects. I also lead project management and production, coordinating with artists and stakeholders to deliver large-scale light art installations worldwide. For our social media and digital channels, I shape the overall strategy while my team manages content creation and operations, ensuring our online presence aligns with Limelight’s creative vision and global reach. My tenure at Limelight has been marked by a commitment to advancing the art of light and creating unforgettable visual experiences.

Havas

From 2014 to 2020, I honed my copywriting skills at Havas New York, contributing to various client projects across multiple industries. This experience allowed me to develop versatile writing abilities and collaborate effectively within a leading creative agency.

Kata Szegedi

Between 2014 and 2016, I played an important role in shaping the public image of the Kata Szegedi brand. I crafted all press materials and managed the brand’s Facebook presence, ensuring consistent and engaging communication. Additionally, I oversaw various projects, coordinating with artists and stakeholders to bring the brand’s vision to life. My contributions were instrumental in promoting the brand’s innovative and modern designs, which are known for their unique silhouettes, textures, and colors.

NUBU

As part of my role at NUBU, I shaped the brand’s narrative through strategic content creation and creative project management. Over five years, I was responsible for all written communication, crafting press materials, and managing NUBU’s digital presence on Facebook and Instagram. This involved not only writing compelling social media and editorial content but also developing a cohesive tone of voice that aligned with the brand’s aesthetic and vision.

Beyond content, I oversaw key projects, ensuring seamless collaboration between designers, artists, and external partners. From coordinating creative talent to managing production timelines, I helped bring NUBU’s campaigns and collections to life. My work contributed to establishing the brand as a leading voice in contemporary fashion, strengthening its cultural presence both locally and internationally.