Designer Alexandra Pötz completed her studies at the HLM für Mode & Bekleidungstechnik in Graz in 1996 and started the ap_fashion & lifestylelabel that same year. Next to a degree in art history in combination with journalism courses, she also completed various, at first glance, unrelated trainings until 2007. In her work as a designer, however, all of these together find expression in a holistic attitude towards life, as such constituting the driving forces for her creative work. Her focus is on creating fashion for people with ideas and ideals. Her clothing should create an individual feeling of freedom by means of the cut and design, adapting to the needs and circumstances of the wearer. The attention should be directed away from the fashion and towards life. The spirit and soul should feel just as comfortable in it as the body.