On September 12, VIENNA FASHION WEEK 24 hosted a very special fashion show. Under the title #uplift, the focus was not on the latest designer collection, but on clothing that was originally donated to homeless people. Fashion activist NUNU KALLER and the Open Innovation in Science Center of the Ludwig Boltzmann Institution, together with Caritas Vienna, had the idea of making these often less than ideal donations suitable. 13 different designers from Vienna and Lower Austria showed how donated items of clothing can be turned into fashionable masterpieces through creative upcycling.
A short film opened the evening and captivated the audience by bringing the magic of upcycling fashion to life in an impressive way – as the final moment faded, the catwalk opened and the show began like a seamless transition into the world of sustainable fashion.
The #uplift show was more than just a catwalk event – it set a strong example for social responsibility and sustainability in the fashion world. The designers transformed “mismatched” donations into trendy, unique pieces that redefined the charm of the second-hand look. Upcycling means: instead of producing new materials, surplus clothing is used to create environmentally friendly fashion pieces.
The diversity of the show was particularly touching. Models of all ages, sizes and genders walked the runway. Colorful dresses, all-denim looks, different fabrics and distinctive cuts – there was something of everything. The pieces on show were available immediately after the show in the MQ Pop-Up Store. All proceeds from the sale went to Gruft, the Caritas homeless shelter.
This is upcycling in the best sense of the word – for a good cause and a better future.
