11 festival for fashion & photography

For the sixth time the festival for fashion & photography took place in Vienna from 6-11/6/2011 and once again and provided a mulit-faceted program revolving around fashion, photography and theory. This year´s central festival location was Vienna´s Museum of Ethnology.

The countdown until June was kicked off there with a cocktail on April 7 when the festival campaign was presented to the public for the first time. This year it was conceived by internationally renowned artist Erwin Wurm. Together with Austrian fashion photographer Elfie Semotan, he created “Kleiderskulpturen” that represent a strong statement, both on fashion and art. A Marios Schwab fashion show made this evening a perfect one.

Guerilla Store
Like in the year before, the cooperation with venerable Viennese fashion house LISKA could be continued and the Guerilla Store was set up in the shop at Hoher Markt. The items were selected by Romain Brau, founder and owner of the Antwerp concept store RA13 and his store manager Manu De Ridder.

Collection pieces of the following designers were sold:  Andy Wolf , ANNA AICHINGER, Anneliese Schrenk, AntoanetaSterevaDesign, Awareness & Consciousness, BRANDENBERG Bags & Accessoires, DIRNINGER, Elise Gettliffe, EVA BLUT, Eve, Foreign, house of boing, Johanna Diwold, JULIE STROM, KATRIN MAYER, km/a, KULTLABEL, Leonie Leuenberger, Lila, Lisa Edi, MADAMES WITH A MISSION, Madeleine Nostitz-Rieneck, mangelware, maquis, Marions Hutatelier, meshit, mija t. rosa, modernmartyr, Narelle Dore, romana zöchling, SAPERLIPOPETTE, SPAGHETTI GANGBANG, Wilfried Mayer.

The selection of the store's design objects was curated by Neigungsgruppe Design/VIENNA DESIGN WEEK. They chose objects by breadedEscalope, EOOS, Max Lamb for Lobmeyr, Polka for Lobmeyr.

EVOQUE NextGen Award
For the first time this year, Land Rover Austria awarded a young talent award for young fashion designers. An expert panel headed by Wendy&Jim nominated eight young talents who then faced the judgement of the public in an online voting. The three designers with the most votes received a photo shoot that was published in “Die Presse” and presented their collections on the catwalk. Elizaveta Fateeva was the happy winner who was given to additional 5.000 euro for further projects.

Trend Seminar Li Edelkoort, departure Mode-Experten Speed Dating, Fashion Talk
Being the world-wide most influential trend forecaster, Li Edelkoort hold one of her sought after seminars at Sofitel Vienna Stephansdom and provided an exciting insight into future trends with regard to “Shopping 2012/13.” Follwing that, departure fashion experts Elisabeth Binder, Gerda Buxbaum, Elisabeth Längle, Gabor Merö, Brigitte R. Winkler and Birgit Seiwald invited for a speed dating. In “Beyond Heritage” fashion talk Li Edelkoort, Till Reiter, Monica Titton and Risto Bimbiloski discussed the role of nationality, tradition and cultural heritage with reference to fashion and brands.

Gallery tour
On the evening of the second festival day the gallery tour kept visitors in motion. In different locations around the city 11 exhibitions with a focus on fashion photography opened: CAUSA experimental film By Paz Katrina Jimenez, COLLECTION - Students majoring in Moden und Styles at the Academy of Fine Arts Vienna, FIEBERBLASE By Esther Irena Vörösmarty, I AM JUST THERE LETTING IT ALL HAPPEN By Helga Traxler, Moving Stills By perfectprops, my mother's closet By Anna-Sophie Berger, Portraits. Actors. Places. By Klemens Horvath, projections from 7stories By Dan Carabas, RAPID CREEK By Frederik Heyman, .raw - behind the layers By Bernd Preiml, Christian Maricic, Florian Innerkofler, Klaus Vyhnalek and Oliver Gast, REVERSED VIENNA 2011 By Manuela Larissegger, Nina Markart and Josef Wurm.

Wien live Inside Fashion Tour
On Wednesday Austrian actor Susanne Wuest guided fashion followers around Viennese shops and ateliers where they could take a glimpse behind the scenes. Mühlbauer Hutmanufaktur, superated´s Samstag Shop, Gebrüder Stitch´s Hosenlabor and the 11 festival Guerilla Store were visited.
On the evening the public was invited to attend performances of Christina Berger, Edith A´Gay and Steven James Scott as well as NATURES OF CONFLICT. Christina Berger set into scene her collection ANTI-AGE A DADA (WEEKEND VERSION), Edith A´Gay and Steven James Scott presented photographs and a live performance of A´Gay´s “contingence” collection and NATURES OF CONFLICT invited to a ride with the mini railway at the Prater where models presented their A/W 11/12 collection in the open.


Also this year, the highlight of the festival for fashion & photography was the awarding of Austria´s official fashion awards. In the packed Museum of Ethnology the guests applauded, among them also jury members Elke Bernaers (Sophie D´Hoore/Belgium), Ulrike Möslinger  (Galeries Lafayette/Germany) and Carlo Wijnands (Carlo Wijnands Fashion Consultancy/Netherlands). As winners of the evening the following designers and photographers were happy to receive their awards:
George Bezhanishvili (Fashion Award of the Austrian Federal Ministry for Education, Arts and Culture), meshit (Fashion Award of the City of Vienna), Michaela Bürger (Award for International PR), Steinwidder and eric rainer (Fashion Production Award of the Vienna Economic Chamber), SUUS (Erste Bank Fashion Award) and Tina Herzl and Andreas Kohler Lux (Unit F Editorial Award 2011 powered by GoSee).
Japanese label writtenafterwards with whom Ali Zedtwitz, winner of the BMUKK award in 2009, did an internship presented a brilliant show showing their collection “#06 crime and punishment”.


departure fashion night
On Friday, designers and labels supported by departure presented their collections and wowed in front of a capacity audience. Some of the collection pieces of rosa mosa, brandmair, petar petrov, superated and Mühlbauer were presented by super model Andrej Pejic who added an extra piece of glamour to the evening.


Chinese Fashion Showcase Vienna
The last festival day was all about China. On the initiative of the Federal Ministry for Education, the Arts and Culture - art section, a cultural exchange programme was brought into being by Unit F büro für mode and the Shanghai International Fashion Culture Festival in 2010. This year, four young Chinese designers - Hiu Man Chau, Na(too), Judy Hua and Keeven Zhai - presented their collections to an Austrian audience. Right before that, the Kunsthistorisches Museum guided visitors through the “Kultur der Kulturrevolution” exhibition

11 festival for fashion & photography at Museum of Ethnology © 11 festival
Presentation of the festival campaign © Heidi Pein
Guerilla Store © Jürgen Hammerschmid
EVOQUE NextGen Award: Elizaveta Fateeva, winner EVOQUE NextGen Award, with Ing. Mag. Georg Staudinger (Land Rover), Hermann Fankhauser (Wendy&Jim), Andreas Oberkanins, Helga Schania (Wendy&Jim), actor Laurence Rupp © Jürgen Hammerschmid
Fashion Talk "Beyond Heritage" © Jürgen Hammerschmid
Wien live Inside Fashion Tour @ Gebrüder Stitch © Bubu Dujmic
AFA Austria Fashion Awards: Elke Bernaers, Carlo Wijnands, Andrej Pejic, Michaela Buerger (winner Unit F Prize for International PR), Andreas Oberkanins © Jürgen Hammerschmid
departure fashion night: superated © Jürgen Hammerschmid
Chinese Fashion Showcase Vienna: Hiu Man Chau © Jürgen Hammerschmid
12 festival for fashion & photography Save the date! 29/5-4/6/2012
© Erwin Wurm, Elfie Semotan






Press Review 11 festival