colour, play and heart: inside the world of daige

Can you tell us a bit about yourself and how Daige began? I’m Melinda Tóth, founder and creative director of Daige. I’ve always been fascinated by storytelling through clothes – how what we wear can carry identity, memory, culture and emotion. Daige was born as my graduation project in Budapest more than ten years ago and slowly grew into a brand that speaks about playfulness, colour and heritage, while staying very personal to me. I have a passion for astrology and travel. I was introduced to fashion while living in London, and I might move abroad again in the future. I believe exploring the world outside is just as important as discovering and healing myself. I consider myself a spiritual person, but it has been a long road to actually embrace that side of me.How would you describe Daige’s style in a few words? Colourful, playful, effortless and rooted in stories.

Your pieces are so bright and fun. How do you choose the colours? Colours are emotional for me. I don’t just pick them – they usually come from memories, nature, a painting I’ve seen, or even the atmosphere of a place. I always think about how a colour combination makes you feel when you put it on – if it energises, softens, or gives you confidence.
Can you tell us about your favourite item in your current collection? It’s the LOVE shirt and the POMPA midi skirt. Since I’m a romantic person, I really enjoy the fun, almost kitschy heart symbols. It’s a piece you can wear to the office but still has enough spark to light up the day. The skirt was so fun to create – I love the process of draping.

Where did the inspiration behind these pieces come from? The LOVE shirt is about openness – it carries this playful, almost naïve energy. The POMPA midi skirt was inspired by traditional Hungarian clothing, but I reimagined it in a way that feels modern and easy to wear. I love connecting the past and present like that.Is there a place, ritual or habit that always boosts your creativity? Travel always inspires me – Barcelona and Lisbon are my favourite destinations. But honestly, I get most of my creative energy from conversations with people, or when I have my headspace time and just play or paint on my iPad without any goals. I think play is a big part of staying creative.

Can you walk us through your design process? I usually begin with an emotion or story I want to tell. From there, I collect references – photography, art, textures, fabrics. Then comes sketching and developing prints, and finally working closely with my team on samples and fittings. It’s a very collaborative process, even if the starting point is always something personal. Sometimes I start with the collecting part, and then, as I reflect on what I’ve gathered, I see if there’s a thread running through that defines the statement of the collection – so the process can also work in reverse.What does sustainability mean to you as a designer? For me, sustainability is about responsibility and respect – towards the people we work with, traditions, and the environment. We use deadstock fabrics and try to produce locally whenever possible. But sustainability isn’t only about materials; it’s also about creating clothes that last emotionally – pieces you want to wear for years, not just one season.

What is the Budapest fashion scene like? It’s very dynamic and full of potential. Budapest is a city where East meets West, and you feel that in fashion too – there’s a lot of creativity and experimentation, but also a strong sense of tradition. It’s still a smaller scene, but that gives it intimacy and character.

What is next for you and Daige? We want to connect more with international communities while keeping our studio in Budapest and focusing on building more exciting collaborations. We have big plans, and my business partner has a strong vision for how to navigate the company to achieve them.

For me personally, it’s about growing in a way that stays true to my spirit. I’m currently exploring different roles in life, so I hope to become a more well-rounded creative and branding professional – and a person who’s caring, free and content.

See more beautiful clothes and keep across new drops by following @daigeworld or @mmelindatoth on Instagram.