FASHION RELOADED POWERED BY PENSIONIST*INNENKLUBS WIEN

Drum roll for a world premiere: the members of the Pensioners’ Club for the City of Vienna conquer the catwalk at Vienna Fashion Week with their own creations.
It all began with the textile estate of a loved one. The textile treasure of a long, fulfilling life was neatly organised in her box: dresses, jackets, coats, trouser suits made of the finest cashmere, linen, chiffon, fine wool, the best cotton and fine silk. Hardly worn and in top condition, as these special pieces were often only worn once on very special occasions. ‘I wanted to breathe new life into these pieces and thus also have a beautiful memory of a loved one,‘ says Madlena Komitova, head of the Pensioners’ Club for the City of Vienna. The idea and concept of realising their own collection and a show with creative pensioners came from Klub+ studio manager Irena Reichel. The ‘Fashion Reloaded’ project was born!
With Anita Habershuber, Josefstadt’s senior citizens’ representative Angelika Högn, Neli Waroschanov, Brigitte Hrlicka, Raimunda Schindl, Maria Träxler, Anita Emira Kundurovic, Monika Luis and fellow club members Magdalena Neschkovski and Carolina Schwaiger, she found fashion-loving club members to act as both designers and models.The aim is to make a statement away from fast fashion towards longevity and more individuality. This is because the models are always based on items of clothing that already exist. These are upgraded in an elaborate process and personalised for the individual wearer. The VIENNA FASHION WEEK labels ‘Pitour’, Sabine Karner, Shakkei and amateur also donated designer pieces for upcycling to the project. The aim is not only to send a message in favour of greater sustainability, but also to make a socio-political statement. For example, the clubs are constantly working to correct the unfortunately still prevalent image of always smiling, impassive grandmas and grandpas in rocking chairs when it comes to senior citizens. ‘The senior citizens in our group have enormous creative potential and still want to realise their ideas and dreams at the age of 60, 70, 80 plus – both as designers and as models,’ says project manager Irena Reichel. The ‘Fashion Reloaded’ project is also about a socio-political agenda, such as the human right to participate in everything that is fun, even for older people. As with all the services offered by the City of Vienna’s pensioners’ clubs, the clubs offer senior citizens a framework and support for self-realisation: “This is a unique opportunity for women in particular, who have often subordinated their talents to the family all their lives, to live out their creativity and do something for themselves,” says Elena Sofia Gkotsi, team leader of the clubs. The pensioners’ clubs are convinced that this project is sustainable in itself and will develop in many interesting directions. The first appearance at this year’s Vienna Fashion Week is just the starting signal. And the most important thing is: nobody will be able to escape the joie de vivre of these ladies on the runway!