True style begins with the everyday. Lifestyle Upgraded celebrates effortless minimalism, showing how timeless essentials and thoughtful styling can elevate daily life, turning simple moments into expressions of confidence and understated elegance.
LAURA GRÜNER
Originating from Vienna, Austria, young independent label Laura Grüner proves that everyday fashion can seamlessly step onto the high-fashion stage, transforming casual off-duty style into an upgraded daily statement. By reimagining off-the-rack silhouettes with bold, deconstructed cuts and architectural precision, the brand elevates casual wardrobe staples into luxury-level fashion statements. Designed and hand-crafted locally in limited slow-fashion runs, Grüner fuses high-end atelier craftsmanship with authentic, wearable versatility, proving that your daily uniform can be both effortlessly comfortable and unapologetically runway-ready.
Picture Credit © Dajana Cheza
ROEE
Hailing from Vienna, Austria, fashion label ROEE elevates everyday casual dressing into an authentic form of high-fashion self-expression. Founded on the belief that luxury design should be approachable without ever sacrificing quality or ease, the brand reimagines daily wardrobe essentials into elevated statement pieces. By effortlessly pairing fluid silhouettes and rich, premium materials with relaxed comfort, ROEE turns the simple act of daily dressing into an upgraded style statement , allowing you to showcase your true personality every single day without compromising on how good it feels to wear.
Picture Credit © Lukas Johan
PLURAL
Based in Graz, Austria, fashion label PLURAL has been redefining modern urban style since 2015 under the ethos “live fair and beautiful.” At the core of the brand’s identity is minimalism; not as a restriction, but as a liberation of self-confidence.PLURAL takes casual daily dressing and upgrades it through sharp, monochrome palettes, defined structural lines, and striking oversized silhouettes that offer effortless freedom of movement. Designed and crafted across Austria and Europe using premium certified organic and innovative sustainable fabrics, every piece feels luxurious against the skin while maintaining an eco-conscious standard. By marrying relaxed, wearable comfort with uncompromising architectural design, PLURAL proves that casual daily fashion can be both an upgraded statement of personal freedom and an authentic expression of modern luxury.
Picture Credit © Evgenia Rieger
