Fashion in Austria
Creative and sustainable
What is it that makes Austrian fashion so special? It combines casual elegance with creative self-confidence – and reflects the local colour, openness, and joy of experimentation. In Austria, traditional high-quality tailoring meets modern cuts, regional materials meet new technologies, and nostalgic patterns meet radically new forms. Austria’s fashion scene is a stage for the unexpected – always with a wink and a keen eye for detail.
Many designers take the conscious decision to make their fashion more sustainable, focusing on fair production, resource-conserving materials, and long-lasting design. Instead of folllowing short-lived trends, they create collections with attitude – driven by values, not just fabrics. And anyone strolling through Austria's cities will quickly notice: the fashion scene is growing. Young labels are opening showrooms, studios invite visitors to browse – and among them, international known names such as Helmut Lang, Lena Hoschek, and Arthur Arbesser, are no longer the only ones catching the eye.
What unites them all is a desire to explore new paths and a keen sense of quality. Austrian fashion is unique, varied, and invites you to discover it, while browsing through concept stores and small studios or at fashion festivals. Fashion from Austria feels good. But it also stays in your mind—and sometimes even in your heart.
Fashion meets lifestyle
Creative, unique and full of life
The Austrian fashion scene is growing – and keeps surprising with its diversity. New labels, studios, and pop-up stores are constantly emerging in cities like Vienna, Graz, and Linz. Young designers are focusing on original concepts, sustainable materials, and a style that expresses attitude.
One example is Arthur Arbesser, born in Vienna and now living in Milan. His creations are inspired by the greats such as Klimt, Schiele, Koloman Moser, and Otto Wagner. Lena Hoschek, known for her retro dirndls, dresses the likes of Dita Von Teese, blending nostalgia with the spirit of the times in her designs. Marina Hörmanseder combines leather with a strong formal language – her corsets have even been worn by Lady Gaga. Peter Pilotto, whose striking prints have captivated pop icons like Beyoncé, is equally internationally renowned. But an exciting scene is also growing beyond the big names. Susanne Bisovsky stages Viennese chic with theatrical opulence, Emil Gampe develops extraordinary fashion with artistic sophistication. And Romana Zöchling combines fashion with art at FERRARI ZÖCHLING – her collections, produced in Vienna, are created in collaboration with visual artists.
What unites all these designers? A creative touch, the courage to embrace innovation, and deep roots in the Austrian way of life. Between craftsmanship, individuality, and international flair, fashion thrives that doesn’t only look good but also tells a story.