FASHION RELOADED BY PENSIONIST*INNEN KLUBS WIEN 2025

The members of Atelier+ of the Vienna Pensioners’ Club will once again open Vienna Fashion Week on September 16, 2025. The recipe for success of the seniors, aged between 60 and 80, who present their own upcycled collection on the catwalk, will cause even more of a sensation this year with even more elaborate and daring designs. Secure your ticket!

Images of the world premiere of the Fashion Reloaded project powered by Pensionist*innenklubs Wien went around the world last fall. Whether in Germany, Switzerland, Italy, France, England—even Japan—the appearance of the Viennese seniors on the runway of Vienna Fashion Week caused a sensation and boosted ratings. The magical combination that won everyone over: the courage and joie de vivre with which the best-age models aged 60, 70, 80 plus floated down the catwalk in their own designs, and the sustainable concept behind the fashion on display.
Upcycled fashion instead of fast fashion

Only fabrics and materials that were lying unused in boxes were used for the upcycled fashion. Some of these were textile legacies from loved ones. Their boxes often contain carefully arranged textile treasures from long, fulfilling lives: dresses, jackets, coats, pantsuits made of the finest cashmere, high-quality linen, transparent chiffon, fine wool, the best cotton, and exquisite silk. Barely worn and well cared for, these special pieces were often only worn once on very special occasions.
When reworking these raw materials into contemporary designs, project manager Irena Reichel and the 20 fashion-loving club members of Atelier+, who act as both designers and models, are making a statement: away from fast fashion and toward longevity and more individuality. This is because the starting point for the designs is always textiles that have already been used and might otherwise have ended up in the used clothing bin. These are upgraded in a complex process and personalized for the individual wearer.

Creativity knows no age
Madlena Komitova, head of the Pensioners’ Clubs for the City of Vienna, says: “For us, it’s not just about sending a message about greater sustainability, but also about socio-political issues such as the fact that older people can be creative, beautiful, and sensual.” Simon Bluma, deputy managing director of Häuser zum Leben, emphasizes: “The aspects of participation and democratic processes for older people are also a lived and important theme in this project.” This is because the Pensioners’ Clubs’ Atelier+ provides the logistical framework for the members of the Fashionistas, but the club members always decide together where to go.
Highlights of the new collection

This year’s collection, which will be presented for the first time at Vienna Fashion Week, is once again astonishing. Technically even more sophisticated, it draws fashion inspiration from nature, the stars, and the firmament. Themes such as farewell and sensuality in old age are also tastefully addressed on the catwalk. Once again this year, the first 350 members of the Pensioners’ Clubs and those who wish to become members (membership of the clubs is free of charge) have the opportunity to attend the exclusive event in Vienna’s Museumsquartier free of charge. Christian Hennefeind, managing director of Häuser zum Leben, explains the spectacular appearance at Vienna Fashion Week as follows: “The creativity and opportunities offered by the 135 pensioners’ clubs throughout Vienna provide seniors with opportunities for development in all directions. It starts with gymnastics and moves on to music-making and choir singing, dance, literature, theater, and arts and crafts. We want to make our 5,000 annual offers and events even better known with campaigns like this one.”