Ruins of Modernity – Maria Steiner is the designer behind the Viennese fashion label Ruins of Modernity. I first came across her designs last summer at the w?atf – What About the Future pop-up store at Pressgasse 28, near Naschmarkt, in Vienna. Organized by Sonja Weinstabel, w?atf showcases young and up-and-coming local designers’ work in Vienna. Maria Steiner’s work stayed with me for a long time and her intriguing label begged to be examined.
Helmut Lang – Deconstruction of Fashion – The Viennese fashion designer Helmut Lang stopped his fashion career in 2005 to concentrate on his artistic pursuits. His third solo exhibition, entitled “Make it hard” was shown at The Fireplace Project gallery in East Hampton July 22 – August 8, 2011.
Anna Aichinger – is a Viennese designer, who studied at Vienna’s University of Applied Arts, and established her label in 2003. Her designs stand for elegance, quality, femininity, and empowerment. Her clothes are sold at different boutiques in Vienna and presented at Paris Fashion Week twice a year. She believes that “fashion has to highlight the woman” (not vice versa), and that “one should look a woman in the face first, then notice her dress.”
Fröhlich – Happy Fashion – Gabriele Rigby created her fashion label Fröhlich in 2009, and opened her store in Zieglergasse 68, in Vienna’s trendy 7th district in 2010. “Fröhlich” means “happy” in German, and stands for hand-made, original, individual, comfortable, and multi-functional clothes for women. The name also conveys positive, good feeling, and symbolizes “clothes made with love and dedication,” spreading good energy and thoughts.
MILCH Eco Fashion from Vienna – Cloed Priscilla Baumgartner is the clever and stylish designer behind the eco-friendly label MILCH, and the owner of YPPIG Eco Fashion Showroom at Yppenmarkt, a trendy marketplace in Vienna’s 16th district. MILCH was established in 2000, and symbolizes the recycling cycle of nature (transformation from grass to cow to milk).