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Viennese Culture


Modern Austrian fashion

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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