This is all made possible through Initiative 7tm, which links together the creative fashion scene in Vienna’s 7th district, offering a wonderful alternative to large shopping boulevards and malls. Thirty-four selected Austrian designer studios and fashion shops can be reached easily by foot, offering an absolutely unique shopping experience. In this way, shoppers are able to find and purchase clothes ranging from the elegant to the freaky to the imaginative, as well as unique jewellery, handbags, and accessories, directly from the local designers.
The quality of the encounters along the way is also important: in the course of the two-hour tour, the predominantly female clientele, accompanied by shopping guides Lucie or Stefanie, visit shops and designer studios, not only receiving styling consultation, but also having plenty of time to chat with the manufacturers.
With her fresh, flirtatious interpretation of retro looks, young Austrian designer Lena Hoschek has ruled the Fashion Week runways in recent years. With her devotion to flattering the female form, Lena is a huge fan of the dirndl and includes her dazzling take on the traditional dress in her cutting-edge collections.Find out more about Lena Hoschek