Why do we buy certain clothes and cars? And how can fleeting trends be turned into lasting brands?
These were the questions posed by publisher Uschi Pöttler-Fellner during a panel discussion at VIENNA FASHION WEEK on 16 September 2026. The way trends emerge – and how long they last – is changing faster than ever.
“We work on our collection a year in advance, for example. That means I can’t simply follow trends, because by then they’ll be gone,” explained Alexander Scheuring, co-founder of the label TrueYou. Roland
Sources of inspiration vary widely. Doris Rose, Austrian fashion entrepreneur, chief designer and co-owner of the brand Jones, likes to draw inspiration from the street life of international cities. Alexander Scheuring, on the other hand, looks to markets and the favelas of South America, seeking authentic impressions and ideas.
Roland Pfeiffenberger, CEO and Managing Director of Suzuki Austria, pointed out that trends are difficult to control, whether in fashion or the automotive industry. After all, production often begins years before a product is even launched.
Ilja Jay Jawal, CEO and founder of FollowAustria and co-founder of TrueYou, summed it up: “Having the right instinct for what is trending now, what is just a hype and what might actually stand the test of time is very important.” Roland Svoboda, co-founder of TrueYou, adds that being visible is very important, being present on social media and connecting with the right people is part of the game.
Trends, then, are about much more than fabrics or a perfect presentation. For designers, they also demand persistence and the determination to keep going. Lara Handler, a trained garment technician, put it simply: don’t get stuck when a problem comes up. Stay motivated and keep moving forward.
That is one message the audience at VIENNA FASHION WEEK.26 could certainly take away with them.
