MQ Vienna Fashion Week, Take Festival, Fashion Awards… Austria is slowly but surely making its way in the global fashion market. There is definitely something happening and we are sure that our labels will make it big. The reason why Austrian Design is still relatively unknown is, that it’s everything but ordinary. Off mainstream, our domestic designers consider themselves more as artist than fashion makers. Their approaches to fashion are very individual. It’s not a rarity that fashion is combined with arts, whereby designers work together with painters or photographers, creating outstanding collections.
Speaking of outstanding, we want to introduce you to three young women and their new labels, which are among our favorite brands made in Austria. Definitely worth watching!
You would maybe not immediately call this fashion very feminine or romantic, but for Jana Wieland it is. She wants to create “wearable nonchalance and beauty”. Before Wieland started her own brand, she gained experience at MARQUES’ALMEIDA in London and at ACNE STUDIOS in Stockholm. The influences from her former employers can be found in some of her pieces.
After her first Unisex Smiley Sweater collection, Astrid Deigner took another path for her capsule collection, shown at the Take Festival this year. Still, graphical elements are an important component in each of her pieces. “It’s kind of a continuation of the face topic, but in an abstract way”, she says.
4 years ago Ferrari Zöchling founded her same-named label, in December 2015 she opened a shop in Kirchengasse in Vienna’s 7th district, which is also her studio. All the designs, cuts and prototypes are made in Vienna, whereby 2 collections are launched each year. Ferrari likes to collaborate with various artist: for her recent collection, she used fabric prints by Marianne Vlaschits.