What is fashion?
The feeling of searching for the better and the most beautiful, the desire to acquire a different one instead of the worn out clothes created the fashion. For centuries, fashion has managed to be a magical mirror of societies, traditions and events. The concept of fashion, which is an important part of our lives today, has turned into a big industry. The fact that fashion serves such a variety of sectors is not due to the usefulness and necessity of clothing, but because people seek difference.
The Birth of Fashion
Studies show that fashion dates back to prehistoric times. With the development of humanity over time, fashion has also changed and improved. Before the Middle Ages, the Egyptians used thin and light fabrics to protect them from heat, while the Sumerians wore mantle-like clothing in general. Sewing clothes in ancient Greece instead, fabric was wrapped around the body. Sandals and tunics were preferred in ancient Rome. In Byzantium, there are traces of Ancient Rome on clothing.
When it comes to fashion in the 13th century and later, the dressing style of the nobles comes to mind. In the 14th and 15th centuries, eastern breezes were seen in the western style of dressing because of silk fabrics which were imported from the east. Emblems were started to stand out on clothes. And also in the 14th and 15th centuries fluffy skirts, dresses with draped sleeves, cones hanging from their pointed top, and different hats take the attention.
Fashion in Europe in the Early 20th Century
At the beginning of the 20th century, women started exercising to wear tighter dresses. Corset sales decreased, and the demand for garter increased. In the beginning, the sleeves of the dress and blouse, which were very long and narrow, later began to be loose and cuffs on the wrist. After 1915, the effects of World War I were reflected in fashion. Women wore uniform type dresses for a while.
Trousers in men have narrowed and the back of their jackets were long in evening dresses. While shirts with starched fronts were worn, bow ties or ties were worn around the necks. Men’s hair is shortened or combed back and only old men or artists grew beards and sometimes mustaches. The socks were dark in color at first. However, after the 1920s, when the length of the trousers got a little shorter, the socks started to be motif and colorful.
Fashion, Textile and Shopping in Austria
In its thousand-year history, Austria has survived as part of several empires. While there has long been a clear hierarchy and social class divide in Austrian society, by the end of the 20th century the middle class has become strikingly stronger. But they did not give up their essence. Locals have always been proud of their ancestors and attached importance to tradition. For example, they continued to wear their national costumes, Tracht. This costume includes wooden buttons and an edelweiss print blouse. It is a dress with different layers in green and red colors. These clothes are made from natural materials. It is simple and convenient, so Austrians do not hesitate to wear it even in daily life.
Traditional Clothing in Austria
The traditional attire of the women is a tight corset combined with an apron of different colors called dirndl. Sometimes it is worn with a cotton, lacy tank top. Also sometimes a blouse with sleeves and a high neck is preferred. Their hats are very detailed and expensive.
Men’s traditional clothing is made of leather, linen and wool. Leather short trousers called Lederhosen; It is worn with rustic shoes and wool socks. Jackets and hats that complete the combination vary by region.
Modern Fashion Era in Austria
Austrian fashion has a long tradition dating back to the Habsburg kingdom. The first men’s brand was designed by Adolf Loos, in Vienna in 1858, and became chain stores. With shops in Vienna, Berlin, Karlsbad and Paris, it is a fashion brand that is positioned as an international brand, not only Viennese.
With the 20th century, great strides have been taken in the cultural development of Austria and the effects of modernism have become visible in Vienna. Traces of the city’s architecture are always visible in the collections of leading fashion and jewelry brands.
Born in Vienna and one of the world’s most famous fashion designers, Helmut Lang’s contribution to men’s fashion has been enormous. He started to make a name for itself in the 1980s. She later designed women’s wear for shows in Paris and New York. Even at the height of his career, his ties with Austria remained strong.
Despite the passage of over a century, touches specific to the Viennese Modernist Period of 1890-1910 can still be seen in the fashion collections of Andreas Kronthaler, the city’s most famous designer. These collections give you the impression of sitting in a cafe in the Austrian capital. Andreas Kronthaler states that he was inspired by paintings by Gustav Klimt. In addition, it is possible to see bold colors and unique styles in the collections of the designer, which was also influenced by the children’s clothing made by Wiener Werkstätte (Vienna workshops), an artist group in Vienna in the early 1900s.
Michel Mayer for elegant and casual wear, Schella Kann for extravagant yet attractive women’s clothing, and Doris Ainedter for workwear are known for their shops in Vienna’s first district.
Elfenkleid has managed to be a project supporting young Austrian designers, organizing events in Austria. He is also well-known outside of Austria.
Austrian fashion keeps its general lines and traditional and modern lines live together. Nationalism and historical knowledge in fashion designers are often reflected in clothes.
Textile in Austria
There are now more than 280 textile companies in Austria employing around 12,000 people. Austria exports 80% of its textile production. The main sales market is Europe and the most important export market of embroidery businesses in Vorarlberg is Africa. More than half of the embroidery products are exported to Nigeria.
Home and technical textiles are also important as well as clothing industry textiles. In fact, some companies in this sector are world market leaders in areas such as terry cloth products or industrially produced, high-value cellulose fibers. The share of technical textiles in the total turnover of Austria’s textile industry currently reaches 50%.
Shopping Stations for Austria
When you travel to Austria, you can visit the following shopping streets. You can explore different things from luxury world reels to designer shops, from antique shops to cheap goods markets.
- In Vienna: Kärntner Straße, Mariahilfer Straße
- In Graz: Herrengasse, Annenstraße
- In Linz: Landstraße and vicinity, Taubenmarkt
- In Salzburg: Getreidegasse, Linzergasse
- In Innsbruck: Maria-Theresien-Straße
- In Klagenfurt: Alter Platz
- In Bregenz: Kaiserstraße, Kornmarktplat
- In Eisenstadt: Hauptstraße
- In St.Pölten: Kremser Gasse
Shopping Hints for Vieanna
The area called “Goldenes Quartier” in the center of the city is the right address for luxury shopping. The district where high-fashion brands are located was established between Tuchlauben, Bognergass and Am Hof. Vivienne Westwood Outlet Center, which was opened in the region in 2012, is a place where you can find discounted products of luxury brands.
If you are keen on jewelery, you can visit the Kohlmarkt area. Besides the most modern designs, you can find jewelery unique to Vienna. Bucherer and Wagner, which are unique brands in Vienna, are very impressive with their watches and jewelery.
The Viennastore is a store where you can find different products as souvenirs than ordinary souvenirs. In the shop designs where you can find branches in different parts of the city, it has many products that have benefited from the artists unique to Vienna, historical events and symbols of the city.
Working Hours of Stores in Austria
Legally, the opening hours of the stores are as follows in Austria:
Monday – Friday from 05:00 to 21:00, Until 18:00 on Saturday.
Finding an open store in Austria on Sunday is almost impossible.
The actual working hours of the shops vary, usually between 09.00 and 18.00. The opening time of the food shops is 08.00.
There are exceptions for longer working hours in tourist areas. Shops at train stations and airports are open during passenger movements (partially until 23:00).