• Austria's news in English

Lena Hoschek: Inspired by 50's glamour

The Local · 11 Jul 2014, 16:04

Published: 11 Jul 2014 16:04 GMT+02:00

Facebook Twitter Google+ reddit

She launched her own label at the tender age of 24 in Graz, after having studied at Central Saint Martins in London, and working as an intern for Vivienne Westwood.

Three years later, she opened a studio and shop in Vienna, where she now lives.

With her fresh interpretation of retro looks, Hoschek has been a favourite on Fashion Week runways in recent years. American singer Katy Perry, burlesque performer Dita Von Teese and German model Franziska Knuppe have all worn her frocks.

Her latest show at Berlin fashion week mixed African-style fabrics with her beloved pin-up style.

Hoschek's designs aim to flatter the female form, and are refreshingly wearable. She is a fan of the traditional Austrian dirndl and includes her own take on it in many of her collections.

“The feminine hourglass shape is simply the ideal silhouette. It is reflected in the fashion of the 50s and in traditional regional Austrian wear,” she has said.

Whether Hoschek is designing an Austrian dirndl or the kind of exquisitely tailored 1940s-style frock that Katy Perry was photographed wearing, her creative process remains the same.

“The designs are all based on the fabrics - first fabric and colour are conceived and then we do the design.”

“I’m often asked why I don’t move to London, Paris or Milan,” she has said. “But there’s nowhere in the world where I could work as creatively as Austria. The country, the people, the food… Those are the perfect sources of energy for doing grand work.”

Hoschek got engaged in 2012 and was criticised in some of the Austrian media for going too public with the details - documenting all her wedding preparations on social media and her blog. “Some people enjoy silence - not me! Since I’m finally officially going to be a bride I’m finding it incredibly exciting,” she said.

She will marry Mario Frajuk, a car mechanic, in September in a ceremony at Graz’s Eggenberg castle. She is designing her own wedding invitations, using fabric, French lace and an old letterpress, as well as two dresses for the big day. She has said she plans to change into a dirndl dress in the evening for some “wild dancing”.

She has said that marriage, and starting a family will be a “huge step for her”, and one that she plans to take very seriously.

Hoschek also designs bespoke wedding dresses - for upwards of €3,000, and many of them are inspired by the dirndl. "I want to get people interested in old world craftsmanship again. One of the goals of my blog is to make traditional craftsmanship appeal to the masses again.”

Story continues below…

She refers to herself as a "Stofftrüffelschwein" (fabric-truffle pig) and is constantly hunting for vintage fabrics and exquisite materials. All her clothes are made in small factories in Europe. 

Some of Hoschek's designs.  Photo: Lena Hoschek

For more news from Austria, join us on Facebook and Twitter.

Facebook Twitter Google+ reddit

Your comments about this article

Today's headlines
Verdict on swimming pool rape case overturned
The Theresienbad swimming pool in Vienna. Photo: Wikimedia

An Iraqi refugee who was jailed after claiming it was a sexual emergency when he raped a boy in a swimming pool has had the sentence overturned.

Vienna Comic Con promises to be 'bigger and more galactic'
Cosplay star Yaya Han. Copyright: Yaya Han/Bryan Humphrey

Comic Con returns to the Austrian capital on November 19th-20th at the Messe Wien.

Three refugees arrested on drugs charges
Cannabis plants. Photo: J. Patrick Bedell/Wikimedia

A gang of three Afghani drug dealers has been busted in Vienna.

Hungarian woman crushed by snowcat piste machine
Snowcat machine. Photo: Melensdad/Wikimedia

A young Hungarian woman has died after being crushed by a snowcat piste machine on the Dobratsch mountain in Carinthia.

Austrian policeman sentenced over 'Heil Hitler' salute
Photo: Flickr

A policeman in Austria was sentenced on Thursday for shouting "Heil Hitler" at a driver during a traffic check at the Hungarian border in April.

Scary clown craze endangers crucial work of clown 'doctors'
Photo: Bojan Tavcar

Within the last couple weeks, disturbing events involving masked individuals has caught public attention in Austria.

Chimney sweep rescues lost mushroom picker
Photo: James Lindsey/Wikimedia

A 76-year-old Austrian man who went out mushroom picking almost froze to death after getting lost and spending the night in the forest.

Refugees sold into forced prostitution
File photo: UNHCR

Female refugees are being sold into forced prostitution in Austria, a police investigation into human trafficking has found.

Driverless bus takes a spin around Salzburg's old town
The Arma driverless shuttle bus. Photo: Navya

A driverless minibus has made a test journey in the city of Salzburg.

No jail time for asylum seeker who dumped baby in road
Photo: Paul Gillingwater

A man who grabbed his own child and dumped her in the middle of a busy road has been given a nine-month suspended sentence.

Sponsored Article
How to vote absentee from abroad in the US elections
12 brilliant German words you won't find in English
Sponsored Article
Last chance to vote absentee in the US elections
Five films which will change your mind about Austrian cinema
Those surprising Austrians!
Sponsored Article
How to vote absentee from abroad in the US elections
100 years since the last emperor's death
Afghani family's new home in Austria
Der you learn Deutsch?
Delighted by the light
Beware these passport scams
Of course we skipped Oarsch
Foodies rejoice at the choice!
Travel & Tourism
10 years after her escape from captivity
Surviving the Brexit for British expats
Day 2 of the World Bodypainting Festival 2016
Is Islam hostile to Western society?
Bodypainting festival in southern Austria
Europe's ice cream capital
Best Austrian beauty spots
Travel & Tourism
Three days in Vienna as a tourist
How to make friends in Austria
jobs available