© Christian Schlager/moodley brand identity
Unit F büro für mode invited Juan Montenegro, editor of b-guided magazine, to Vienna to help lay the cornerstone for an exciting exchange project. The concept soon shaped up: a special on the thriving Austrian fashion scene from the pens and cameras of internationally esteemed journalists and photographers. The result was a visually appealing magazine featuring solid content in the form of articles, interviews and fashion spreads.
Journalists such as Angelo Flaccavento, Maia Adams and Stephan Hilpold interviewed contemporary Austrian design stars like Marios Schwab, Florian Ladstätter and Wendy&Jim. Christoph Pirnbacher, Bert Houbrechts and David Urbano captured Austrian fashion trends with their lenses in their own inimitable way. Silvia Prada, a young, up-and-coming illustrator from Barcelona, could be recruited for the publication. At the same time, the trademark of b-guided, the City Guide, was maintained and this time highlighted Vienna. Divided into the sections b-wear, b-ing and b-seen, some 80 Vienna shops, bars and party series were presented. The 132-page magazine for Austrian fashion was launched in September 2008 in the Austrian pavilion at the EXPO Zaragoza and in the Showroom at the 080 Barcelona.
b-guided Austrian Fashion © Bert Houbrechts