How Mark Lakatos’s ‘Adult Content’ Fashion Became A Political Statement In Hungary

Fashion is a universal tool of protest. It has been used to push against the status quo time and time again. While Budapest creative communities work hard to position the capital as a style-forward hub of design innovation, the government seems to entertain divisive provocations at the expense of a safer investment climate. The shocking ousting of Central European University to Vienna in 2019 and a contested deal for a Fudan University campus in 2021 brought crowds into the streets. Ever at a crossroads of history, future Hungarian cultural legacy is subject to mixed messages from the state.

The latest outrage came after passing of the anti-LGBTQ ban on dissemination of information about diversity of sexual orientations and gender identities to people under the age of 18. Condemned by the European Union as incompatible with EU principles, the law triggered a range of reactions beyond the country: from ridicule or outrage to confusion and despair. One local voice moved 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, the leading LGBTQ+ organization in Hungary with a 20-year track record of legal milestones. What can one T-shirt do? How about get a million, in likes and cash?! I caught up with Mark after the largest ever turnout for Budapest Pride made international headlines over the weekend of July 24-25th.

Congratulations on the success of Adult Content!

It was incredible! In just two weeks we managed to raise one million forints [about $3,500, ed.] which is a huge amount for any Hungarian NGO. It felt great to donate that check on the 25th anniversary of Budapest Pride with over 30,000 people marching in the parade. I think we ignited something special, a conversation, and a movement to repeal this awful law. 

How did you get the idea for the campaign? 

I knew we needed to get people involved to gain solidarity. My strategy was to use humor and fashion and my circle of celebrity friends. This law is about making sexual minorities invisible instead of embracing diversity. What's even more alarming is the expression banning LGBTQ “propaganda" whereas they're banning access to information and saving lives through education. The law equates our stories with pornography. So, I asked everyone to label ourselves "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 artform. In the era of social media, one successful image can go viral around the world breaking through languages, borders, and taboos. The number 18 inside a rainbow is not just about gays in Hungary right now. It represents the rights of minorities and dignity for everyone on our planet. The message clearly resonates. We had half a million likes on TikTok and sold thousands of T-shirts within days. 

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

The controversial 1990’s Benneton ads about sexual rights as human rights and HIV/AIDS were groundbreaking for a fashion brand, in my opinion. That campaign by Oliviero Toscani had such a massive impact on me as a teenager. It burnt justice into my DNA and identity. Also, Vivienne Westwood is a true punk hero even in her 70’s! Her clothes, her charity work, her environmental stance; she is essential in today's society.

I reached out to some of the participants in the Adult Content campaign to see what motivated them to put their heart and politics on their proverbial sleeves at this point in their careers. Actress Dorka Gryllus, star of BBC One's Baptiste, said she was raised without fear of speaking her mind to her family. “I would love it if we could think differently. If we could have disagreements and not be afraid. We can only win if more people are not fearful to stand up for what’s right than those who are.” Popular journalist and vegan chef  Steiner Kristóf involved his husband as well. "If I would walk down the street holding the hand of my love, we are considered outlaws here. If you treat all people with respect, the importance of your sexuality or appearance becomes less critical.” Singer Bori Péterfy, iconic figure of the Hungarian music scene, saw this as an opportunity to call for enlightenment. “People have to stop pointing at each other, using expressions like them and us. This doesn't exist. It shouldn't exist. That's why it's crucial to fight darkness, evil, and hate.” The campaign generated quite a buzz on Hungarian social media. 

I also asked Luca Dudits, Executive Board Member of Hatter Tarsasag, about the impact of Adult Content. “So many members of our community reach out to tell us how much this visible support and solidarity means to them, how it enabled them to have difficult conversations with their loved ones. This scale of solidarity gives us hope that love will remain stronger than any state-sponsored hate. We hope the government will understand the message that this historic Pride March has sent: Hungarian society stands with its LGBTQ members!” While an encouraging gesture and a great moment of inspiration, the campaign is only a part of the sustained efforts to counter the misinformation and further ostracization of expressions of sexual orientation and gender identity. Engaging politicians, donating funds, and keeping up the pressure are next steps. This summer Hungary saw a rare precedent-setting victory for civil society when a bill banning anonymous donations to NGOs was reversed under pressure from domestic and international advocacy groups. Many hope the “anti-propaganda” law will ultimately fail as well. 

So, is your Adult Content campaign an example of fashion diplomacy?

The campaign uses humor to talk about a serious issue. Humor has the power to uplift humanity in the darkest hour in the middle of the strongest aggression. This is essential now. A T-shirt can be a weapon to transform a local issue into a global matter. Thus, I consider it a fashion rebellion!