Urban, confident and easy to wear: with her Winter Edition 2026, Elke Freytag brought a distinctly modern take on everyday dressing to VIENNA FASHION WEEK.26.
Presented on Saturday, 19 September, at the MuseumsQuartier, the collection combined clean lines with unexpected styling and a cool, urban attitude. The looks felt contemporary and well put together, without ever appearing overdone. There was a clear sense of confidence in the way the pieces were styled – clothes that made a statement without wearing the woman.
Strong Silhouettes, Unexpected Contrasts
The collection played with contrasts in both colour and texture. Structured wool met delicate lace and graphic jacquards, while flowing shapes balanced more precise cuts. A white shirt was paired with an asymmetrically draped black detail, and short coats were styled with knee-high socks for a look that felt both classic and a little unexpected.
Blue in its different shades – from navy to denim – provided a calm foundation. Red stood out in a long dress and a jacket-and-skirt combination, while a bright yellow crop top paired with silver boots added a sharper, more playful note. Towards the end of the show, the mood shifted to black dresses, sheer sleeves and longer evening silhouettes.
What made the collection work was the styling. Familiar wardrobe pieces were combined in ways that felt fresh, while the clean lines kept even the bolder looks grounded and wearable.
What made the collection work was the styling. Familiar wardrobe pieces were combined in ways that felt fresh, while the clean lines kept even the bolder looks grounded and wearable.
A Signature Shaped by Architecture
The collection also reflected the design language that has shaped Elke Freytag since she founded her label in 2004. Drawing on her background in the construction industry, she translates ideas of geometry, proportion and balance into fashion.
The label is designed and developed in Vienna and produced in small runs with selected local partners. Carefully sourced fabrics, including materials from surplus stocks, are also part of the approach, giving existing textiles a new life.
Fashion for Real Life
At VIENNA FASHION WEEK.26, Elke Freytag presented a collection that moved easily between everyday dressing and eveningwear. The appeal lay in the balance: strong silhouettes without unnecessary drama, colour used with confidence and details that made familiar pieces feel individual.
The Winter Edition 2026 is available at the Elke Freytag atelier store in Vienna, with selected pieces also offered through the online shop.
