Fashion fairs in the times of Corona
The first fashion fairs usually open their doors at this time.
Everything is different this year, some trade fairs have been completely canceled, the others will take place at a later date. The entire industry was asked to find alternative solutions for a trade fair participation to present and stage their fashion.
austriandesign.at decided on a short film because we wanted to show our designs simply in motion, sometimes more poetic, sometimes more factual, sometimes more calm. We filmed our two summer collections in beautiful Vienna, with well-known sights of the 1st district, where architecture, art and music, but also nature can be found. Very special and individual, allegorical for the collection.
Real versus virtual
Naturally, the question arises: will Corona bring the trade fairs to an end? We cannot imagine that the trade fairs will disappear completely, but we also expect the trade fair landscape to become thinner and that visitors and buyers will make a conscious choice in the future and focus will take place.
So austriandesign.at decided on the fashion film, the lookbook and a reduced participation in trade fairs and tries this season to offer you the best of both worlds.
Our trade fair participation
September 5-7, 2020
Innatex Wallau, Robert-Bosch-Straße 5-7
September 12-14, 2020
In Fashion Munich, Praterinsel
Our Fashion Movies
Fashion film sewn silk
Fashion film knitted viscose
For us, too, the time of isolation and the all-encompassing crisis led us to rethink our actions, concentrate on the core of our work and reflect on the crisis and what it does to all of us and the world.
austriandesign.at is encouraged to continue on the path by designing a growing, season and trend independent collection in high quality and having it manufactured in Austria. Sustainability and craftsmanship, as well as diversity and creative freedom, these are our criteria for our fashion for the future. And this informality is evident in a liberated style and aesthetics, which natural materials, handwork and airy silhouettes in combination with color and classic cuts create a calm that is characterized by a new creativity and quality precisely because of its timelessness.
The focus of our collections on dresses and blouses, as well as knitted tops for women also pays tribute to the new era. In times of home office and the digital social media world, we focus our fashion on tops, such as blouses, tunics, dresses, pullovers, as they are just visible when taking a selfie or skyping, or simply comfortable and an all-rounder.
The crisis also created a trend towards more sustainable consumption and, according to trend researcher Li Edelkoort, the appreciation of nature and handicrafts will become more important than ever. “With innovative, natural materials such as the pioneer viscose made from cellulose (wood), trees and plants are playing an increasingly important role in fashion. Because, as qualitative materials, they meet the requirements for an environmentally friendly longevity, which ultimately benefits your own (also changing) wardrobe, nature and people, ”said the trend researcher in her lecture #FutureForFashion.
austriandesign.at takes this development into account and mottled viscose with a linen look (ÖkoTex Standard 100 certified) becomes unique models for a growing, seasonal and trend-independent summer knitwear collection since 2019 and more are coming 4 models, all in a wide range of colors and combinations. All models are suitable for fulfilling the change in consumer habits predicted by Lidewij Edelkoort: Less rash impulse purchases, less compulsive – but sensible and sustainable.