A fashionista’s delight. Actually 5 of them.
Shopping sprees are one of the most pleasant and popular holiday activities and Vienna doesn’t disappoint when it comes to tempting fashion.
The Austrian capital might not be the fashion metropolis of your choice for a shopping adventure on a city break but you could not be more wrong. Because it has all the international luxury brands you could expect from any major city, while also indulging the avant-garde and up-and-coming fashion scene, with a touch of local tradition. What’s not to like? So if you want a look at the coolest fashion money can buy, here are our top 5 fashion stores in Vienna. Thank us later and get shopping:
Find it at: Goldschmiedgasse 7a | Photo: Atelier Karasinski, Courtesy of Lena Hoschek
And we start with one of the most unique brands in the country: Lena Hoschek. The Graz-born designer has a wonderful flagship store in the artsy seventh district – pretty much where all the cool stuff is. An ideal place to shop for some fashion with a local favour, the store is a fantastic showcase of traditional tailoring and traditional style – particularly the Tradition collection that offers modern and extremely stylish reinterpretations of the classic Dirndl.
“It is important to present craftsmanship to customers and make it available right off the rack. It´s a great honour that my label´s clothes are valued niche products among vintage lovers and pin-up icons.” Lena Hoschek
Don’t worry if that reminds you too much of the Oktoberfest, they have plenty of other very feminine and very elegant pieces, particularly dresses in flattering lines.
Find it at: Bauernmarkt 15 | Photo: Courtesy of Inked
A piece of ice-cool fashion has sneaked into the historic heart of the city, in the shape of Nicole Doleh’s minimalist-looking store. One of our favourite fashion stores in Vienna, due to the wearability of their clothes while still keeping that stylish edge, Inked’s immaculate shelves are full of Acne, Rag & Bone, Helmut Lang, JBrand, Opening Ceremony and plenty other similarly minded designers. You can also drop your partner at their store next door, dedicated to equally cool men’s fashion.
Find it at: Gumpendorferstraße 17 | Photo: Judith Stehlik, Courtesy of Nachbarin
Back in the seventh district, visit this whimsical creative store that at first glance reminds us of a modern art gallery. That is partly because of its eye-catching architectural features like the large wooden structure that dominates the décor. But going beyond that, the shelves are stacked with high fashion brands from younger and lesser-known designers. Clothing by WANDA NYLON, shoes from Veronique Branquinho and THIRON, everything accessorized with Arlette ESS scarves – these are some of the names you will share with your fashionista friends.
Find it at: Margaretenstraße 39 | Photo: Victoria Schaffer, Courtesy of Elfenkleid
For a little more magic, take a slight detour to the fourth district of the city, where the most fairytale-like of fashion stores in Vienna is ready to greet you. Sandra Thaler and Annette Prechtl are the two designers who delight us with immaculate, flowing and feminine dresses that have turned this store into a favourite for future brides. But you don’t have to be one to fill your shopping bag, they also design a RTW collection that is casual but cool. If you’re lucky, you might even see them at work, since the space it also their workshop.
“Right from the beginning we wanted to make the way we work and how we create our pieces visible to our customers. This creates a very special atmosphere, which we appreciate.” Elfenkleid
Find it at: Sterngasse 4 | Photo: Courtesy of Sterngasse 4 – The Fashion DelI
Back into the heart of the action, Sterngasse 4 is both the address and the extremely self-explanatory name of one of the major fashion stores in Vienna. The large, wide and airy space offers a very light experience and is a delight to shop in. Being a very hip concept store, the space is scattered with designer finds from all over the globe. Names like Alberta Ferretti, Marc Jacobs and Proenza Schouler are some of the most recognizable but browse the colour palette for all kinds of fashion goodies.
We hope you enjoyed our brief stroll through the coolest fashion stores in Vienna – according to us, but if (more like since) you can never have too much quality fashion, you should probably check out our upcoming Vienna Glam City Guide. Besides all the necessary stuff like hotels and restaurants, there are also two whole sections full of designer and local stores, including a personalized itinerary just for fashion lovers. That should really kickstart your wanderlust!
Cover photo: Lena Hoschek by Atelier Karasinski, Courtesy of Lena Hoschek