7/6/2011: Beyond Heritage
in cooperation with BAWAG PSK and impulse evolve
Big luxury brands have always emphasized the artisanry and national origin of their products. But also younger international fashion enterprises use this trend which was triggered off by the global crisis: a return to tradition and heritage serves as a characteristic of quality and sustainability. Key words like tailored, semi tailored and sartorial have come up suddenly and are now used as synonyms for high-end goods.
Austria is characterized by its rich tradition in art, design, music, artisanry and science, which the country is world-famous for among tourists as well as experts. Thus, it is hardly surprising that international designers like Vivienne Westwood, Marc Jacobs and Wolfgang Joop visit Austria in order to get inspired by the country's past and its adaption to a modern lifestyle.
Austrian fashion designers are working on their collections in a specific socio-cultural environment which influences their designs in various ways. But what counts as specifically Austrian when it comes to design, art and fashion.
Which chances and risks are involved in the use of Austrian tradition, history and handicraft expertise? How can we manage the tightrope way between immense historic heritage and contemporary lifestyle? How can we use these special features from an economic perspective?
Host: Katrin Seiler
Guests: Lidewij Edelkoort, Till Reiter, Marios Schwab, Monica Titton, Risto Bimbiloski
Valerie Lange is fashion designer and cofounder of the Austrian fashion label DIPTYCH. Apart from her fashion design studies under the guidance of Raf Simons at the University of Applied Arts Vienna, she holds a master degree in Business Administration from the Vienna University of Economics and Business and has been working for international fashion labels like Jil Sander, ___fabrics interseason, Petar Petrov and Christian Wijnants. She is interested in the mutual importance of fashion and business aspects and aims at initiating cooperations between these two fields.
Katharina Braun is Research and Teaching Assistant at the Institute for Entrepreneurship and Innovation at Vienna University of Economics and Business. In research, she mainly focuses on user innovation and open innovation. After graduating from Die Herbststraße as a custom tailor, she studied International Business Administration at Vienna University of Economics and Business and in this way gained a distinctive understanding of both the creative and commercial side of fashion.