It’s very obvious when a fashion designer has a background that goes beyond fashion. For Budapest-born Eszter Áron, it’s a degree in business administration alongside her fashion degree. And after a quick glance at her website, you can see the presence of both minds. The notion of simplicity interwoven throughout the story – everything from the web design to the clothes themselves  – tell a story of elegance and femininity. But after a second look, the incredible finishing and a certain eye for detail comes through. “We always try to mix the effortless elegance and negligence that we embody with details that require special techniques,” the designer says.

The clothes are made out of the finest materials, including Japanese leather and hard canvases, but they look effortless. . As Áron explains, it’s about “balancing between tenderness and playfulness.” And even though it’s miles away from any of the global fashion capitals, the brand’s relevance is unquestionable. Her exposure to the fashion world began as a child when she visited her grandparents’ textile shop.

With elevated silhouettes, luxury materials and a mid-contemporary price point, Áeron positions itself on the virtual shelves with brands like Raey (Matches Fashion’s in-house brand), Joseph and See By Chloé. Our favourite piece? The sunset orange leather jogging bottoms which only need a simple white t-shirt and a pair of black flat sandals for a daytime luxe look. All the way from Budapest. Áeron is definitely on our radars.

Shop Áeron from with prices from £190 and worldwide free shipping.

Text by Dino Bonacic