Wiener Konfektion, a unique brand founded by Maria Fürnkranz-Fielhauer, combines a shop, studio, and workshop all under one roof. A Vienna native and graduate of the Vienna University of Applied Arts, Maria is also a trained tailor, and this blend of academic and practical expertise is one of the brand’s unique selling points.
Maria’s designs seamlessly merge fabrics and style elements from various cultures and historical periods, all infused with a touch of Viennese flair. Her collections are renowned for their use of upcycled elements and natural materials, creating sophisticated everyday wear. Each season, Maria also produces limited collections centred around specific themes.
Dress of Tomorrow
Currently, she is working on “Dress of Tomorrow,” a series featuring table sets crocheted by previous generations. These once-outdated pieces, often stored away in boxes, are being reinterpreted, reworked, and incorporated into modern fashion designs. This project not only highlights the beauty and relevance of upcycling but also connects generations by valuing traditional women’s handiwork. The often-overlooked “granny doilies” are now celebrated as small treasures, shining a spotlight on the intricate art of crochet and traditional designs.
Wiener Konfektion: Vienna’s Stylish Embrace of Sustainability with a Vintage Spin on Modern Fashion
Wiener Konfektion exemplifies how old and new, different cultures, and innovative concepts can coexist, reflecting the brand’s roots in Vienna while pushing creative boundaries. The brand stands as an alternative to large international fashion groups, emphasising regional and fair production. It addresses global issues such as overproduction, disposal of unsold goods, and non-recyclable plastics in textiles. By advocating for less consumption and higher-quality goods, Wiener Konfektion aligns with the growing demand for sustainable fashion.
Small independent labels like Wiener Konfektion are leading the way in demonstrating sustainable fashion practices. They offer hope for a shift in consumer behaviour and industry standards. The brand’s commitment to slow fashion—sustainable, thoughtful, and modern but independent of fleeting trends—promises a future where less is truly more.
Vienna Fashion Week
This autumn, Wiener Konfektion will participate in Vienna Fashion Week, showcasing their dedication to sustainable production and upcycling. This event will feature exclusively sustainable fashion, further solidifying Wiener Konfektion’s role in the movement towards a more thoughtful and environmentally friendly fashion industry.
Maria Fürnkranz-Fielhauer is showing that fashion doesn’t have to compromise on ethics or style. Her work with Wiener Konfektion is a beautiful blend of meticulous craftsmanship, cultural richness, and a commitment to a more sustainable future. It’s proof that fashion can be both a nod to our heritage and a step towards a better tomorrow. Stay up to date on the latest in fashion, arts, beauty, and lifestyle by following FAB L’Style Magazine.
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