How Mark Lakatoss’s Adult Content Fashion Becomes a Political Statement in Hungary

Fashion is a universal tool of protest. It has been used to push against the status quo many times. While Budapest’s creative community is working hard to position the capital as a center for stylish design innovation, the government appears to be making divisive provocations at the expense of a safer investment climate. The shocking expulsion of Central European University to Vienna in 2019 and the deal up for grabs for a Fudan University campus in 2021 brings crowds to the streets. Once at a crossroads of history, Hungary’s future cultural heritage is subject to diverse messages from the country.

The latest outrage comes after it passed an anti-LGBTQ ban on sharing information about diversity in sexual orientation and gender identity to people under the age of 18. Condemned by the European Union as not in accordance with EU principles, the law sparked a variety of reactions abroad: from ridicule or anger to confusion and despair. One local voice moves a community of activists, artists and influencers to action.

Stylist Mark Lakatos launched a campaign to raise awareness of the issue and funds for Hatter Tarsasag, Hungary’s leading LGBTQ+ organization with a track record of 20 years of legal accomplishment. What can one T-shirt do? How about getting a million, likes and cash?! I overtook Mark after the biggest participation ever for Budapest Pride made international headlines over the weekend of July 24-25.

Congratulations on your success Adult content!

It was incredible! In just two weeks we managed to collect one million forint [about $3,500, ed.] which is a very large number for any Hungarian NGO. It was great to be able to donate the check on the 25th anniversary of Budapest Pride with over 30,000 people lining up in the parade. I think we sparked something special, a conversation, and a movement to repeal this terrible law.

How did you get the idea for the campaign?

I know we need to get people involved to get solidarity. My strategy is to use humor and fashion and my circle of celebrity friends. This law is about making sexual minorities invisible instead of embracing diversity. Even more worrying are the phrases that prohibit LGBTQ propaganda” when they prohibit access to information and save lives through education. The law equates our stories with pornography. So, I ask everyone to label ourselves as “Adult Content.”

Why did you choose T-shirts?

Because this is part of fashion history! In the 20th century, T-shirts became a personal platform for people to communicate important messages with their bodies. Designer Katharine Hamnett was one of the pioneers of this art form. In the age of social media, one successful image can go viral worldwide across languages, borders and taboos. The number 18 in the rainbow isn’t just about gays in Hungary today. It represents minority rights and dignity for all people on our planet. The message clearly resonated. We have half a million likes on TikTok and sold thousands of T-shirts in a few days.

Are there other examples of fashion-driven activism that inspire you?

Controversial 1990s Benneton advertising about sexual rights as human rights and HIV/AIDS is a breakthrough for fashion brands, in my opinion. The campaign by Oliviero Toscani had a huge impact on me as a teenager. It burned justice into my DNA and identity. Also, Vivienne Westwood is a true punk hero even in his 70s! Her clothes, her charity work, her environmental attitude; He is urgent in today’s society.

I contacted several participants in the Adult Content campaign to see what motivated them to put their hearts and politics in their proverbial arms at this point in their careers. Actress Dorka Gryllus, star of BBC One baptism, says he grew up without being afraid to speak his mind to his family. I would love it if we could think differently. If we could disagree and not be afraid. We can only win if more people are not afraid to stand up for what is right than they are. Popular journalist and vegan chef Steiner Kristf involving her husband as well. “If I would walk down the street holding the hand of my love, we are considered criminals here. If you treat everyone with respect, the importance of your sexuality or appearance becomes less critical. Singer Bori Pterfy, an iconic figure from the Hungarian music scene, saw this as an opportunity to call for enlightenment. People should stop pointing at each other, using expressions like they and we. It doesn’t exist. There shouldn’t be. That is why it is so important to fight darkness, evil, and hatred. The campaign generated quite a buzz on Hungarian social media.

I also ask Luca Dudits, Member of the Tarsasag Hatter Executive Board, on the impact of Adult content. So many members of our community are reaching out to tell us how much this visible support and solidarity means to them, how it allows them to have difficult conversations with their loved ones. This scale of solidarity gives us hope that love will remain stronger than state sponsored hatred. We hope the government will understand the message sent by this historic Pride March: Hungarian society supports its LGBTQ members! While an exhilarating gesture and an extraordinary moment of inspiration, this campaign is only part of an ongoing effort to combat misinformation and further exclusion from the expression of sexual orientation and gender identity. Involving politicians, donating funds, and keeping the pressure on is the next step. This summer, Hungary saw a rare precedent victory for civil society when a law banned anonymous donations to NGOs reversed under pressure from domestic and international advocacy groups. Many hoped that anti-propaganda laws would eventually fail too.

So, are you? Adult content campaigning for an example of fashion diplomacy?

The campaign uses humor to talk about serious issues. Humor has the power to uplift humanity in its darkest moments in the midst of its strongest aggression. This is urgent now. T-shirts can be a weapon to turn local issues into global issues. So, I consider it a fashion revolt!