Lena Hoschek, born in Graz, founded her label in 2005 and became the best-known Austrian designer of her generation. Her dresses quote the fifties, traditional dress and the pin-ups, but never as costume: waists, petticoats, floral prints, plus dirndls that work at the Opera Ball as well as at the Heuriger.
The shop on Seilergasse, a few steps from the Graben, is red, patterned and full; fabrics from Austria and Italy, sewn in Europe. Here you meet Viennese women looking for something specific, and guests from overseas who find it by chance.
