At VIENNA FASHION WEEK on September 19, 2026, Grünschnabel & Gänseblümchen demonstrated just how versatile traditional Austrian fashion can look on the runway. Red-and-white and black-and-white checks, rich shades of green and light blouses came together with clean skirt silhouettes and striking details. Familiar elements were reimagined and combined in new ways – sometimes classic, sometimes with a bold graphic twist.
Behind the label, founded by Claudia Hochmüller in 2011, lies a unique connection between fashion and memory. One of its signature concepts is the creation of individually designed “wearable memories”: personal photographs can be printed on aprons or incorporated into the back panels of traditional waistcoats upon request. In this way, clothing becomes a canvas for telling a deeply personal story.
The “Reminiscence” collection, presented at VIENNA FASHION WEEK 2026, also tells a story of memories. The designers drew inspiration from their grandmothers and the delicate lace they handcrafted using traditional bobbin-lace techniques. Together with jewellery designer Irene Hiebl of Atelier Bombardi, Hochmüller translated this heritage into a fusion of traditional craftsmanship and contemporary fashion.
The show brought this concept to life through a series of striking visual statements: checked skirts, bold green accents, contrasting blouses and carefully coordinated jewellery created a dynamic interplay between the familiar and the unexpected. Grünschnabel & Gänseblümchen presented traditional Austrian dress not as an outdated form of clothing, but as a meaningful statement, reinterpreted for the present day.
Viktoria Gleirscher
Viktoria recently graduated in Marketing and Communication Management and continues her studies in Translation. She has spent many months abroad, in Paris, Helsinki and Berlin, which opened her mind and delivered her many enchanting experiences. Passionate about Fashion, Photography and different cultures, she aims to build a career by doing what she loves most. She does not only write for MQVFW blog but is also co-hosting the blog.