Although Vienna may not be known as a fashion metropolis, those interested in fashion should have an eye on this historic city and the exhibition SHOW OFF. Austrian Fashion Design.
From February 14th, 2020, MAK, Vienna’s Museum of Applied Arts, presents SHOW OFF. Austrian Fashion Design. the most outstanding contemporary fashion designs made in Austria.
Revolutionary creations by two Austrian fashion icons, Rudi Gernreich and Helmut Lang, lead us from the entrance to the centre of the exhibition. Gernreich’s fashion creations became famous in Los Angeles in the late ’70s. He created his clothes to liberate women from the conservative styles of the then-dominant Parisian fashion houses.
A decade after, the autodidact fashion designer, Helmut Lang founded his namesake label in 1986. He became an international name after presenting his minimalist and deconstructivist designs in Paris. Lang’s sharp lines and sculptural cuts were compared to Rei Kawakubo and Yohji Yamamoto.
The centre of the exhibition is an oversised 6.5-meter high walk-in sculpture. This sculpture is made of around 250 fashion objects such as clothing, shoes, bags and accessories. Supported by large-format prints by 34 fashion photographers, the exhibition shows the importance and success of Austrian fashion design on a national and international level.
There are three additional areas. One is the video installation “talking heads”. It portraits the work of model agents, stylists, journalists and organisers of fashion events who bring the Viennese scene to life.
Another area is hosted by the University of Applied Arts Vienna, which is one of the most prestigious in international comparison. Star designers like Karl Lagerfeld, Jil Sander, Vivienne Westwood, Helmut Lang and Raf Simons, to name just a few, have taught at the “Modeklasse”. A media installation shows the outstanding works from 40 years of fashion training at the University. By the way, the light art collective LUMINE implemented this great installation.
Furthermore, Brigitte Winkler, a well-known fashion journalist, expands the view on the Austrian fashion scene. She presents a socio-cultural retrospective, including a look into the journalist’s archives.
In total, the creations of more than 50 Austrian fashion talents and about 34 photographers are in the exhibition. SHOW OFF. Austrian Fashion Design goes from February 14th, 2020 to July 12th, 2020. We’ll be there for sure and would love to take you with us on our Instagram.