As a seasoned PR professional and interior design aficionado, Laura Sänger brings a unique perspective to the business of fashion. For her, success in the industry lies not only in innovative design but also in cultivating meaningful relationships and long-term partnerships. In this exclusive interview with FAB L’Style, Laura Sänger, the founder of LA KATZ, offers a glimpse into her multifaceted journey from journalism aspirations to interior design and PR, culminating in the birth of her fashion label.
FAB: Laura, tell us, what’s your story? From interior design to communication, and now fashion design?
LAURA SÄNGER: Originally, I wanted to become a journalist; there was a basic interest but no clarity yet. I admire people who already have a clear professional goal in mind at the age of 18. For me, it was also a journey to myself. And it was important to try out different fields beforehand in order to find the individual clarity of my path. I studied communication sciences in Vienna and then worked in the field of communication for various start-ups. That was formative and important because the dynamics, the responsibility, the will, and the enthusiasm to learn—these were important building blocks for La Katz. I toyed with the idea of setting up my own communications agency and worked in an agency before La Katz, where I was responsible for interiors and design. This brought me very close to fashion and to my idea of founding a company: a love of fabrics, quality, and craftsmanship.:
FAB: How is your background in interior design and PR influencing your approach to running a fashion label?
LAURA SÄNGER: When a fashion label gains notoriety, there is still the myth that it will be discovered overnight in combination with the ingenuity of the design (or marketing). But in reality, the network is everything, and it’s not the one person that is the key lever here, but building long-term relationships with the right people in the industry. My PR work has helped me understand this, and every cooperation has been based on this.
Interior design is less loud and less marketing-driven than the fashion industry. There is still a core here that focuses on the essentials: functionality, fabrics, details, and design.
The Soul of LA KATZ
FAB: Can you tell us more about the creative concept behind “La Katz” and how it reflects the classic elegance of Vienna?
LAURA SÄNGER: My wish was to offer exceptional fabric quality. And to offer this with timeless cuts. Basically, quiet luxury, without the term being used in this way. These two core elements are still part of La Katz’s DNA today, but the creative and visual concept is a process. In fact, Vienna has this too: a timeless elegance that most clearly radiates from the architecture here. So the connection and symbiosis here came naturally over time, and Vienna’s glamour is an important source of inspiration for La Katz.
FAB: You’ve collaborated with Mühlbauer for the second time? What’s the particular, unique thing that draws you to this brand?
LAURA SÄNGER: The first collaboration with Mühlbauer came about when La Katz had only been around for a few months. Klaus Mühlbauer placed a lot of trust in me, for which I will always be grateful. Mühlbauer does indeed have an emotional connection with me, and I believe that this should always be the basis for my creations and designs. When I moved to Vienna to study, I bought my first Mühlbauer hat from an elderly lady at a vintage market. Even then, I was fascinated by how the essence of the hat is preserved: the cut is timeless, and the quality is exceptional. And this is precisely why the hat works across generations and adapts to individual styles. Something that trends can never achieve.
How Laura Sänger, La Katz Boss, approaches the luxury fashion business
FAB: Coming from an interior design and PR background, have you discovered any particular formula/style that works best for a modern fashion store? Also, in terms of the PR approach, what is the best approach to fashion PR in this generation?
LAURA SÄNGER: It always depends on what you want: short-term attention or to really establish yourself in fashion in the long term. In the short term, of course, it helps to be loud, to have a very strong marketing focus, and to adapt to trends quickly. But that’s not my style or my philosophy, and that was never the reason why I founded La Katz. Unfortunately, there is no magic formula. The truth is that in the very crowded fashion market, you have to be very patient to be seen and recognized. I think it’s important to serve a niche (in terms of fabrics or designs) and stay true to your DNA. You have to remember that the big players have very different capital and make their money not from clothing but from mass products (sunglasses, perfumes, etc.).
LAURA SÄNGER: Before I founded La Katz, I asked myself whether we even needed another fashion label. For me, La Katz only has a right to exist if I really do something fundamentally different and better. For me, there are two basic principles: beauty and purpose. Sense refers to the above and means the demand for outstanding quality and workmanship. In concrete terms, this means avoiding plastic and only using special natural materials. We source our organic silk from Lake Como, and every piece is made by our tailors in Germany. Every further step in the supply chain should also be considered and reconsidered, from the yarn to the packaging.
FAB: With the collaboration with Augarten Vienna, how do you plan to create a memorable and engaging experience for customers?
LAURA SÄNGER: The design and the narrative that the product radiates are the keys. The foundation for this has already been laid with the collaboration with Augarten. Their best-selling product is the very elegant Champagne cup made of real gold. We wanted to build on this and create a symbiosis between Augarten and La Katz. Both labels attach great importance to craftsmanship, quality, and something special. With the champagne cup in the La Katz look, a strong blue, and a leopard relief, we have created an even more opulent version that nevertheless strongly combines the DNA of both brands.
The Future of LA KATZ
FAB: What has been the most rewarding part of founding La Katz so far, and what challenges have you faced and how have you overcome them?
LAURA SÄNGER: Running your own business means extremes in both directions: On the one hand, the privilege of creating, designing, and producing things that make life more beautiful. On the other hand, there is the pressure and uncertainty that come with starting a label. Fashion, in particular, is very sensitive to socio-political and economic developments. You can’t plan developments precisely, and you have to be able to withstand that internally. It’s also very emotional when you design and, therefore, naturally more vulnerable.
FAB: In your opinion, what are some important items or must-dos for fashion branding, and what is your advice for upcoming designers?
LAURA SÄNGER: Running a fashion label is very complex, and producing a physical product is always a challenge: creating your own design, finding the right supply chain, distribution channels, online and offline communication, branding, etc. Especially at the beginning, you have to do almost everything on your own; this requires a relatively broad skill set and is not just limited to the product per se. You have to find a good balance between continuing to develop and staying true to your philosophy. The most important thing is to be patient.
FAB: What are your hopes and plans for the future of La Katz?
LAURA SÄNGER: We are working on a new collection that will be released in March and emphasise the basic elements of La Katz even more: special leopard fabrics and monochrome looks consisting of kimono jackets, shirts, and pants. For the first time, there will also be silk pieces for men. In addition to silk, there will be plenty of velvet fabrics. Stay up to date on the newest in the world of Fashion, Arts, Beauty and Lifestyle; Follow FAB on Instagram.
I have the feeling that a shift is happening in fashion, and there is a stronger focus on material and cuts again. And of course, that is also my hope.
Fun Zone: #FabFast5
- FAB: If you were a dessert, what would you be?
LAURA SÄNGER: Espresso and a Vogue cigarette.
- FAB: If you could only read one book for the rest of your life, what would it be?
LAURA SÄNGER: I love German literature and adore Herman Hesse. So it would be something from Hesse.
- FAB: If you had a choice between two superpowers: being invisible or flying, which would you choose?
LAURA SÄNGER: The feeling of being able to fly must be incredible. I find being invisible uninteresting; I want to be seen 😉 - What’s your favourite ’90s jam?
LAURA SÄNGER: Michael Jackson and hip-hop (strongly influenced by my brother) - FAB: Who would win a fight between Spider-Man and Batman?
LAURA SÄNGER: Batman, but only because I love the actor Christian Bale.
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