MQVFW17
FASHION

MY FASHION (WEEK) DILEMMA

Every year I’m there, right in the middle of MQ Vienna Fashion Week. I love the bustling energy, the chaos that if you look closely really isn’t. I love it when I get the whole picture – interviewing designers, talking to make up artists and models, seeing the smiles behind the stage and the “serious model faces” on the runway. Finally, I enjoy catching these special moments with my camera. Being part of it all is amazing.

Yet, I also realise that to me the event as it is – see and be seen – isn’t really what I am looking forward to. The individuals behind fashion are much more fascinating than the fashion world itself. It doesn’t mean that I don’t like looking at people and swooning over their stylish appearance or awesome dress code, but the stories that the designers, make up artists and photographers have to share just inspire me so much more.

On August 18th, 2017 I stumbled upon a video on Facebook where Li Edelkoort said:

“…Fashion is still working in a 20th century mode, celebrating the individual, elevating it-people developing the exception in a society hungry for consensus and altruism. A world where individualism is long over.”

And it kept me thinking even to this date. Is a runway show still necessary? Is this what consumers are really looking forward to or want to be part of? It clearly works since the rows at MQVFW 2017 were well-filled with local fashionistas. But isn’t a fashion week mostly for showing off – being seen and judging others? And finally ending up as that individual that Li is calling old-fashioned?

What’s for sure is that the world is changing towards a more green and collaborative lifestyle and designers need to go along and design for long-term rather then seasonal. Therefore, I do think, that a change in presentation must occur. But what will it be? Will the trunk-show be reinvented as Ms. Edelkoort is implying or will we have pre-shows before the main event to enlighten our audience even more? Let’s stay alert and keep our eyes open for upcoming trends.

#mqviennafashionweek #fashioninvienna #liedelkoort

For now feel free to enjoy some backstage impressions from MQVFW 2017.

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17

MQVFW17 backstage: Malan Breton (1) (2) // MUA at work // TrueYou // Karl Michael (5) (6) //
Miau by Clara Rotescu (7) (8) // Smaranda Almasan // Closing Show by Mario Soldo (10) (11) // all © Corinna Stabrawa

You Might Also Like...

12 Comments

  • Reply
    Martina
    October 5, 2017 at 3:13 PM

    Ich war noch nie auf der FashionWeek, aber ich denke auch, dass es backstage für mich interessanter wäre, mitten im Chaos und der Aufregung. Die Fotos sind der Hammer! Well done 😉

    • Reply
      wingsaregolden
      October 5, 2017 at 3:45 PM

      Hallo Martina, vielen Dank für Dein nettes Kommentar und das Lob! 🙂 Ich finde es immer spannend beide Seiten zu sehen, denn gerade diese Balance von “perfect/imperfect” macht es dann wohl im Endeffekt aus! Zum Fotografieren jedoch gefällt mir das Backstage-chaos natürlich viel besser. 😉

  • Reply
    Hayley Russell
    October 8, 2017 at 4:14 PM

    Personally I don’t think I’d really enjoy a runway show as I have quite a short attention span I think something like a performance would be a much more interesting way to show off clothes.

    • Reply
      wingsaregolden
      October 8, 2017 at 9:57 PM

      Runway shows normally last for approximately 20-40 minutes Hayley, but I agree, that a performance can be a very innovative way to show off designs from their most creative side!

  • Reply
    Kay
    October 8, 2017 at 8:53 PM

    This is such an awesome post, I really enjoyed looking through the Fashion week pictures!

    • Reply
      wingsaregolden
      October 8, 2017 at 9:54 PM

      Hello Kay, I’m happy to hear that, I enjoy taking them! 🙂

  • Reply
    Jasmin N
    October 8, 2017 at 10:24 PM

    I’d love to go and see some runway shows sometime. Been to a few and I absolutely miss it!

    • Reply
      wingsaregolden
      October 9, 2017 at 12:29 PM

      Hi Jasmin, where did you go? Big designers or smaller upcoming ones? I always like finding new places and new creatives to follow! 😀 Looking forward to your story.

  • Reply
    Mikayla
    October 8, 2017 at 11:38 PM

    Such a great post. Lovely photography. Fashion has always interested me 🙂

    • Reply
      wingsaregolden
      October 9, 2017 at 12:22 PM

      Thank you, Mikayla!

  • Reply
    Rebekah G
    October 9, 2017 at 1:02 AM

    I’m not the biggest fashionista myself, but I think there’s still a place in the industry for that sort of thing. Like you said, the rows are still full of keen fashionistas and photographers, excited to see the latest trends, which is definitely awesome. I think fashion is so diverse that relying on these shows for the latest trends exclusively is perhaps a little outdated, but it’s great to catch up with fashion designer’s ideas and see what is the latest in high-fashion trends,

    Rebekah | http://rebekahgillian.co.uk/

    • Reply
      wingsaregolden
      October 9, 2017 at 12:14 PM

      Hi Rebekah, I totally agree! It’s also very nice to see all the designs “moving”, because often you still have static lookbooks with beautiful pictures but no idea how the garment will actually look like when worn. I read your article about your fashion sense on your blog. And I want to tell you, that here in Austria many people go for comfort over style and there’s no shame in it. Basics are always “in” and there are always little ways you can improve or change your clothing without going all the way out and wearing the craziest things. The trend is going towards sustainability anyways, so you are on the right track! 🙂 Thank you for your comment!

    Leave a Reply