Share this
Eszter Áron (b. 1981, Hungary). Her grandfather worked as a tailor, while her mother was a textile trader whom Áron frequently accompanied to textile, fashion, and art fairs as a child. These experiences, along with the impeccable sense of personal style of her mother, developed Áron’s eye for aesthetics and accelerated the unavoidable, working in the industry herself. Despite her mother’s advice, she became a designer.
While still studying business and fashion design, Áron’s double talent was quickly recognized: she was appointed to run the atelier of Hungary’s biggest apparel brand at the time. Working in the day, studying at night, she mastered both conceptual and pragmatic aspects of running a fashion business—experiences which fine-tuned her sense of leadership. Her aim to dress like-minded women came to fruition with the launch of AERON, her namesake label, founded in 2012.
Interview set up by SVPR.
Hi Eszter ! Thank you for sitting down with me. First question that I always ask. How does a regular day look like for you in Hungary?
Days often start very early in the morning and end late at night for me, sometimes they even blend. (Laughs.) Every morning I take my daughter, Roni to the kindergarten, and then I walk the dogs and go to the office. Every day is planned out with creative meetings and fittings in the atelier, still, I’m even in daily contact with each department. The office is in a beautiful green area of the Buda side, with nice coffees and restaurants, and now that the weather is great again, I like to take a break, have lunch, and recharge outside.
When work ends, my husband or I pick up Roni, and the rest of the day is about her. We spend time together, have a family dinner, and then the day ends relatively late when I have a little moment to sit down again and reflect on my to-dos or relax my mind. But I’m actually balancing work and life and often doing both in parallel, delicately synchronising the two with focused concentration.
All right, so growing up in Budapest, what kind of kid were you, what did you enjoy doing and how did you spend your time?
I have many memories of going to baths, hikes at Normafa, or to the theater because my father is an actor and we always went to see him. I remember doing a lot of sports, tennis, jazz ballet, artistic gymnastics, always something different. Eating has also played an important role in my childhood! (Laughs.) My mother cooked a lot for family gatherings and all my relatives, friends and the people surrounding me had been significant growing up. Socialising was the core during my childhood, there was always something happening around.
I know that you come from a long lineage of tailors, and that your mother introduced you creative and artistic environments when she took you on various trips to textile, fashion and art fairs around Europe. Can you tell me about that period? And how has your family influenced your career path in life?
It stems from my mother’s interest in fashion and passion for aesthetics. She always bought sophisticated garments for herself and I loved watching her combine them: the colors, textures, and silhouettes, always seeking balance. She was a textile trader, and so was my grandfather, besides being a tailor, but my artistic aspirations more likely came from my father, and their combination became my path.
With that in mind. When did you know that you wanted to become a designer, and when did you start taking it serious?
At the end of high school, everyone had to decide quickly what they would do, so I tried to choose something that I could find enjoyable. I didn’t want to become a textile trader but wanted something creative and related to fashion, leading me to fashion design. I slowly became attached to it, and one opportunity came after another, forming a path that defined my entire life.
So at some point you start running the atelier of Hungary’s biggest apparel brand at the time, while also studying full time. How did that come about? And what was that experience like?
I started working in the industry alongside my studies. I wanted to try myself out and preferred to take on the opportunities that came. Experiences are essential because it’s a profession where you become wiser and skilled over time. Every season brings something different, something new, and as you progress, it allows you to foresee how things will work in the future. New technologies, visual aspects, fabrics, silhouettes: everything adds up each season. It can give a great ground and knowledge.
And then in 2012 you start AERON. Can you tell me about when and what sparked the initial idea for the brand?
It was a very sudden idea that I could try myself in, thanks to my friends and angel investors. We wanted to create an international brand that could stand its ground, which seemed daunting at first and there were many unknown fields: introducing ourselves and breaking into markets abroad. I designed for others before, based on existing concepts and aesthetics, and with AERON I could create something that is within me and that I couldn’t grasp at the beginning suddenly, but I gradually found myself.
I know you already had knowledge of about the fashion industry before you started AERON, but can you tell me a little bit about the process of sourcing manufacturers and garments etc..?
Since we wanted to establish an internationally acclaimed brand, the first step was to attend textile fairs. We had to adapt to the rhythm, mindset, dates, and systems, of how everyone else operates in the industry. I worked for local brands before, and it’s very different. I was familiar with the scheme, and had the basic knowledge, but not on such a large scale. We went to fairs, mostly in Italy, brought the materials home, then made the garments in the atelier here.
It’s been 12 years. Thinking back to the beginning, what has been some of the biggest obstacles in building AERON? And what has been the most valuable lesson you’ve learned so far?
Intuition is important. It must be heard and somewhat followed. Feedback also needs to be listened to, but you have to find the fine line between the two. This isn’t black and white, there are various answers to different matters. It’s important to immerse yourself in the whole process to find an appropriate answer to a given question, but at the same time, it’s natural to know what works for you. The whole picture is sensitive, so you must be present a little bit in almost everything, there’s no beginning or end, it circulates like a universe.
For the last couple of seasons, you’ve been working closely with select artists, such as: Leïla Guinnefollau and Sári Ember, which symbolizes the same values as AERON. What was your thought process behind that? And what were you hoping to convey?
For me, it’s exciting when our vision and aesthetics meet with other artists’ language and how this encounter can create something new. Artists don’t have a commercial orientation in the means fashion has, we can allow ourselves to slow down a bit. They bring different thoughts, rhythms, and values to the team, through which the collection and each piece of clothing gain new layers.
While we’re on the topic. In what ways can an artist help a designer communicate his/her vision?
Our creative process is accompanied by merchandising and strategy. When we collaborate with an artist, it’s like a shift from our system, transitioning into a more imaginative, philosophical realm, to enter a mysterious world.
I know that sustainability is important to you, and that it plays a central role in the DNA of AERON. Tell me about that, why is that important to you? And what is your future vision for the brand?
Motherhood, and the future your child inherits a mindset of being responsible. It was the birth of my daughter, Roni who aroused this within me. The environmental toll of the fashion industry, and the actionable steps we can take to make a difference all compel us to strive for doing better. When faced with a choice, this should guide our direction. We do our best to avoid mass production and instead, we deliver items based on orders, and the few remaining pieces circulate with purpose. Though it’s a challenging task, even after committing to this path, there can be many obstacles. That’s why we resonate with Copenhagen Fashion Week and their shared mission and perspective. Belonging to such a community is truly fulfilling.
How does AERON stand out from other brands in its field? And how do you stay up to date with what’s going on?
I would say that the goal isn’t merely to stand out, but rather to cultivate our universe: a visual mindset, guiding us as we create garments meant to stand time, build wardrobes, and empower women. It’s a process rooted in honesty and instinct, reflecting what we deem relevant today. We are curious, always up to date, and sensitive to what’s happening around us.
What advice would you give to up-and-coming designers hoping to make it in the fashion world?
This industry is challenging, no doubt. Starting your own brand isn’t always the ideal path. Young professionals can embrace the opportunity to gather experience, aligning themselves with what truly resonates. They should seek environments where they feel a deep connection, investing time in the life of a company, and fostering a mindset that harmonizes with theirs. It’s about enjoying the journey and avoiding confinement or entrapment. If the atmosphere doesn’t suit you, there’s no obligation to remain.
Anybody you look up to?
I’m drawn to female designers and stylists and their approach to the female body, garments, and fashion. Like Phoebe Philo, Louise Trotter, or Suzanne Koller. I’m attracted to confident, strong women, and I see them as such. Their approach feels just right, and I can identify with it perfectly.
How would you describe a perfect day?
At the end of a season, there’s a lookbook shoot, which is like a visual conclusion of a collection. It meets with a character, and all the time spent working on it comes to fruition. It feels incredible to see as the picture comes together. There are also very special days with Roni, called ‘girls’ day’, inspired by a fairy tale book Roni adores. These days just for the two of us, spending time together.
All right Eszter, I always ask these two questions at the end of an interview. The first is. What’s your favorite movie(s) and why?
Tár is a captivating movie. I found myself mesmerised by Cate Blanchett’s performance, marvelling at how precisely and thoughtfully she embodied her character. It’s so convincing, you almost forget it’s a movie and not a real-life story. It’s incredibly powerful.
The second is. What song(s) are you currently listening to the most right now?
Honestly, children’s songs. (Laughs.)