Sustainability has become an important Aspect for many Designers at VIENNA FASHION WEEK: And while some focus on new organic Materials, here are two labels, that create Fashion from so-called Deadstock-Material from overproduction of past years in europe.
ELKE FREYTAG
In her Vienna atelier, Elke Freytag creates limited-edition pieces for women who don’t want to dress up as someone else, but simply feel like themselves. Clean lines, exceptional fabrics and precise tailoring come together in clothing that moves effortlessly through everyday life with quiet elegance.
Inspired by architecture and the spirit of Vienna, every design begins in the atelier before being crafted in small editions with selected local manufacturing partners. Thoughtful design, refined craftsmanship and conscious production are at the heart of the label.
ELKE FREYTAG believes fashion should never outshine the woman wearing it. Instead, it should enhance her personality, allow her to move freely and remain relevant long after trends have passed.
picture Credit © Sigrid Mayer
FRÖHLICH
FRÖHLICH stands for uncomplicated, timeless, and comfortable women’s fashion: It’s a constantly growing collection produced in small batches. The pieces are lovingly hand-cut and sewn in Vienna in social enterprises. The fabrics come from European overproduction of past years—so-called dead stock material. Sometimes, beautiful vintage fabrics can also be found among them.
Some of the garments in their collection are marked with the name SINGULÄR: Sin|gu|lär stands for the uniqueness of every garment. The fabrics are hand-dyed, printed, and embroidered. A deep love for craftsmanship and fine details, as well as the combination of colors, shapes, and textures, characterize this secondary line. No two pieces are exactly alike. A favorite, a one-of-a-kind piece, a truly unique item.
Picture Credit © Mai Tuong
ATELIER SNOW
Originally from Vietnam and a former architect, Anh Tuyet “Snow” Knoll got married in Austria 15 years ago. At the time, one question stayed with her — a question that would later inspire her to establish her own bridal atelier: Why spend so much money on a wedding dress that, after one very special day, disappears into the back of a wardrobe forever?
In Vietnam, Snow had experienced things differently: wedding dresses were often rented just for the wedding day. The idea of owning a precious dress and yet never wearing it again therefore felt unfamiliar to her. Gradually, this became the vision behind Atelier SNOW: bridal fashion made not only from sustainable and natural materials, but also designed to have a life beyond the wedding day.
For her first appearance at Vienna Fashion Week, Snow is bringing this very idea to the runway. Former Atelier SNOW brides will present their own wedding looks — reinterpreted through new colors, subtle alterations, unexpected combinations, and distinctive accessories. The wedding dress becomes a new favorite piece: for a celebration, a special evening, or simply for life after the wedding.
The show is not only a story about sustainable fashion, but also about the women themselves and their personal stories. Snow hopes to inspire former and future brides not to keep their wedding dress stored away as a memory, but to reinvent it and wear it again and again.
Because some dresses are simply too beautiful for just one day.
Picture Credit © Markus Zigelwanger
