Into the World of Lena Hoschek

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Last month I was in Vienna for the worldwide launch of the new Omega Ladymatic and to get the real feel of austrian fashion, we visited the showroom of the designer Lena Hoschek. Entering the showroom was like entering a parallel world and time. The designer is famous for her 40s and 50s pin-up inspired dresses, with motives and patterns taken from folklore, mixing everything with rock&roll and punk. Lena is the former assistant of Vivienne Westwood from whom apparently she has learned how to express the eccentricity. 

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Lena Hoschek’s Spring Summer 2013 collection has the theme of a Mexican fiesta with flower prints with a wide range of colors, ultra-feminine cuts with over the knees skirts and an highlighted waist. In the showroom Lena showed us also the workshop where every dress is made. But my favorite part was her office, where the whole place was a moodboard. It was like entering in Lena Hoschek’s world and see how her creative process is influenced by vintage photography, design and prints. 


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The vintage inspired collections of Lena have something more to them being coveted by modern women as well. Lana Del Rey just wore a Hoschek creation on the Cannes film Festival red carpet. The new vintage rockabilly is taking over the fashion world exploring different countries’ folklore from Russia to Mexico. Look also what Dolce & Gabbana has done so successfully with the Sicilian style folklore  making it a signiture for their brand. 



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‘Betty Draper has called, and wants her kitchen back.’ It is amazing how every room in the Lena Hoschek showroom is filled with so much history and inspiration. 


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Wearing: Lena Hoscheck Cardigan, Omega Ladymatic watch

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The first Ladymatic was launched in 1955, even though very different from the today’s design it became in those early years a symbol of feminine elegance. Inside the showroom we were first introduced to the new Omega Ladymatic in a surrounding of fashion and style.  


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