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Austrian fashion is more than traditional tracht.
Helmut Lang, one of the world's most famous fashion
designers, was born in Vienna. His prêt-a-porter men's
fashion was met with immediate success in Vienna during the
1980s. Later he also designed female clothing for shows in
Paris and New York. But even at the peak of his amazing career,
he stayed in touch with his birthplace.
Michel Mayer convinces with elegant and reduced fashion for
women. Schella Kann specializes in wearable albeit extravagant
clothes for women and is one of the laureates of the Austrian
Fashion Awards 2003. Doris Ainedter is Vienna's first address
if you are looking for business clothing. Michel Mayer, Schella
Kann and Doris Ainedter all maintain stores in Vienna's
first district.
Elfenkleid, is a very young project with distinct pleasure
in airy clothes. 'Boutique gegen Alltag' aims at boosting
young Austrian designers and organizes events in Vienna. Lately,
they have managed to present their labels outside of Austria,
too.
Hermine Span is a successful designer with her workplace and
shop 'Garage Span' based in Innsbruck. Her fashion is often
ironic using colourful prints and applications.
In 2000 the Austrian Fashion Award was organized for the first
time, in order to support young fashion designers and to create
a platform for their works. Unit-F, the agency behind the
event, has turned this movement into a success story.
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