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Emerging Designers in Vienna

Making quite a splash on the fashion scene, a wave of smart boutiques refreshes the heart of the Neubau creative district.

Shopping Lindengasse © WienTourismus, Karl Thomas

Not far from Vienna’s famous Mariahilferstrasse shopping street, a bevy of talented designers is turning narrow Lindengasse into a hub for cutting-edge fashion.

At Freaks & Icons, Mandarina Brausewetter channels graffiti in her striking T-shirts and puff-sleeved blazers made from sweatshirt fabric. Sharing shelf space are edgy international labels where classic meets avant-garde. Diagonally across the street, Melanie de Goederen’s Buntwäsche caters to next-generation fashionistas with soft cotton tops that you can customize with a range of cuts, colors, sleeve lengths and prints—and then pair them with frilly skirts and colorful leggings.

Sandra Gilles’s la petite boutique tempts impulse buyers with delicate lace shirts and airy cloth bags. At Wabisabi, Japanese minimalism marks Stefanie Wippel’s collection of asymmetrical shirts, dresses and billowy pants in a black and white palette that can be mixed in endless combinations of chic. Camille Boyer personally selects the young designers and labels from across Europe that turn heads at her eponymous shop.

Looking for smart leather bags? You’ll find them at Ozelot, along with Kontiki bags recycled from bicycle inner tubes. For sophisticated shoes and jewelry, turn to the studio community at Werkprunk. Two other Lindengasse standouts are Elke Freytag, known for her form-flattering dresses and bold accessories, and Maronski, for fun and flirty casual wear.

To discover more extraordinary Austrian designers, fashion devotees can join a “Shopping with Lucie!” tour. The American expat and former fashion stylist canvases the 7th District to uncover hidden it-studios and boutiques for you.