For a period of ten days, Vienna played centre stage for the Austrian and international fashion scene, where they presented
themselves in all their contemporary diversity. Overall more than 30 individual events were received and visited with great
interest by a large fashion audience. With approx. 12,000 visiting guests in 2010, the festival has once more set a new attendance
record.
This year the 10 festival for fashion & photography kicked off with the opening of the Guerilla Store 2010 which resided in
the well-known Vienna fashion house LISKA on Hoher Markt. On the evening of the opening, numerous fashion enthusiasts came
along in anticipation of the unveiling of the store. It stocked exclusive collection pieces by AND_i, AntoanetaSterevaDesign,
ap_moDE.SIGN, Awareness & Consciousness, brandmair, CHRISTINA BERGER, eva blut accessories, HEADWEAR by BARBARA HABIG, house
of boing, KATHARINA SCHMID, km/a, lila, LISKA by Thomas Kirchgrabner, mangelware, meshit, mija t. rosa, modernmartyr, petar
petrov, Pia Mia, RINGKING, UTE PLOIER, VENI CREATRIX and Wendy&Jim. Andreas Murkudis, a successful Berlin-based business man
with expertise in luxury articles, handcrafts and fashion, who has a number of stores in Berlin, was invited to select the
brands. Next to the wide range of fashion were design objects by DANKLHAMPEL, Marco Dessí, Thomas Feichtner, Dejana Kabiljo,
POLKA, Patrick Rampelotto and Soda Designers - curated by Neigungsgruppe Design / VIENNA DESIGN WEEK - thatwere, for the first
time this year, also available at the Guerilla Store.
The departure fashion night 2010 at Semperdepot, which showed current collections by the five Austrian fashion labels AND_i,
Anna Aichinger, Doytchinoff, Mühlbauer and mija t. rosa, was also a big success.
As part of the 10-year anniversary of Unit F büro für mode, the organisers of the 10 festival for fashion & photography, Ulrike
Tschabitzer-Handler and Andreas Oberkanins, held the awards ceremony for the AFA-Austria Fashion Awards and the 10 Anniversary
Fashion Show on Wednesday, 16 June 2010.
Among the large number of guests were also two members of the international jury: Vera Capara, co-founder and designer for
the Antwerp-based fashion label CAPARA, who previously held executive positions at Dries van Noten, Martin Margiela and Jil
Sander, and Pieter Mulier, chief designer for men and women's accessories at Milan-based fashion house Jil Sander.
Happiest of all, however, were this year’s winners of the AFA-Austria Fashion Awards: Saskia Wendland (Winner of the
Fashion Award of the Austrian Federal Ministry for Education, Arts and Culture), Isabelle Steger (Winner of the Fashion Award
of the City of Vienna), Superated (Winner of the Award for International PR), USE unused (Winner of KONTAKT. Fashion Award
by Erste Bank), and Rosa Rendl and Klemens Horvath (Winners of the Unit F Editorial Award powered by GoSee - Award for Fashion
Photography).
After the presentation of the awards, outstanding AFA-winners from the last ten years, which were Awareness & Consciousness,
DIPTYCH, house of the very island's..., Peter Pilotto, pelican avenue and Wendy&Jim, presented their current collections as
part of the spectacular 10 Anniversary Fashion Show.
2010 Unit F once again continued its collaboration with go international, an initiative of the Austrian Federal Economic Chamber
and Austrian Trade, and impulse/evolve, an initiative of aws - Austria Wirtschaftsservice GmbH, holding two fashion talks
presented by Imran Amed, entitled The Shift from Still Image to Moving Image and From Handcraft to High Tech - The Future
of European Manufacturing, at Palais Schönburg. While for the first Fashion Talk Alistair Allan, Digital Director, Dazed Digital,
and Alexander Fury, Fashion Director, SHOWstudio, discussed the future presentation forms of fashion in the age of Web 2.0,
the second Fashion Talk saw Anne Chapelle, CEO Ann Demeulemeester, and fashion designer Kostas Murkudis discussing the issue
of cheap mass production vs. individual custom-made production and the disappearance of traditional production companies in
Europe and its effects on Europe as a site for production.
In order to bring an even greater variety to the festival programme in the form of exciting, creative projects from the fields
of fashion and photography, the 10 festival for fashion & photography held, for the first time, an open call for entries
geared towards fashion designers, photographers and cultural institutions. The broad range of fashion and photography exhibitions
was kicked off with the group exhibition, Eight Views, at Contemporary Gallery. The exhibition was compiled from the best
submitted entries. On view were the latest photo works by Corina Gertz, Alexandra Hager, Mira Löw, Rosa Rendl, Sandra Schmidt,
Helga Traxler, Angela Wiedermann and Marko Zink. Flashy and exuberant are the terms to describe the exhibition, Fish and Chips,
Twice Please?!, by the British fashion designers at the MuseumsQuartier’s quartier21. The run on the other ten fashion
and photography exhibitions organised as part of the 10 festival for fashion & photography was also enormous.
The Vice Party, The Black Lodge Party, the numerous parties at Pratersauna and the After Fashion Show Party organised by the Fashion Department at the University of Applied Arts Vienna contributed towards the relaxed atmosphere during the ten-day fashion event.
