Shop from inside

Young designers very much in style

Young and full of ideas, in recent years a number of newcomers have made their mark on the fashion world with labels launched right out of fashion school. And some of whom have since gone on tocrack the international market. Sagan Vienna, the label from designer duo Tanja Bradaric and Taro Ohmae, has even graced the pages of style bibles such as Vogue and Elle. Both designers experiment with tradition, flirt with cliché and combine handcraftsmanship with innovative technology. Their bags in particular carry a distinctive design signature. The trademark wickerwork pattern of the classic Thonet chair (also known as Viennese wickerwork) forms a central element of the designs.

Femme Maison is another designer team well worth looking out for: Franziska Fürpass and Sia Kermani are inspired by a kind of flamboyant, self-confident everywoman with those all-important rough edges, for whom they design luxurious feminine fashion. They use the very best hand-selected materials, including traditional Austrian Loden. Special prints and elegant minimalism define the label’s distinctive style.

From Vienna to London

Ida Steixner and Lena Krampf pulled off an impressive coup right at start of their careers with their label, Meshit, when items from their first collection were snapped up by British high street fashion chain Topshop in 2011. Their creations were initially influenced by pop and youth culture. Since then the collections have evolved to incorporate classic style, but with wearability still very much a priority. The Meshit look is cool and effortless. The label opened its own store in Vienna’s seventh district in 2014.

Unusual prints

GON, established in 2011 by Christina Steiner, is a label with high potential. The designs are characterized by gentle, flowing silhouettes. Steiner’s patterns and prints reflect her unique design signature. Clothing from Ferrari Zöchling also features unique silkscreen prints. The label is run by Romana Zöchling, who works with a range of different artists to create eye-catching prints based on distinctively clean designs.

Exporting creativity

It isn’t only in Vienna that Austrian designers are taking the fashion world by storm: Viennese designer Arthur Arbesser now lives in Milan, where he launched a label bearing his name in 2012. Today he is the new darling of the international fashion scene. Meanwhile, in Berlin Marina Hörmanseder is making waves with her corsets and leather fashion – Lady Gaga is among the clients who have worn the rising star’s edgy creations.

Sagan Vienna

Bags and leather goods available at:

Steffl Department Store

Kärntner Straße 19, 1010 Wien

Femme Maison

Private shopping by appointment in the studio of Femme Maison:

Femme Maison

Hahngasse 15, 1090 Wien

Meshit

Available at:

Meshit

Westbahnstrasse 25, 1070 Wien

GON

Available at:

PARK

Mondscheingasse 20, 1070 Wien

Ferrari Zöchling

Available at:

Ferrari Zöchling

Kirchengasse 27/4, 1070 Wien
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