12 July 2018

Butterflies and plants inspired Lena Hoschek for central motifs of Fall/Winter 2018/19 'Wintergarden' collection as well as the designer's environmental activities

Recently, Austrian label Lena Hoschek presented the new catalogue 'Wintergarden' Fall/Winter 2018/19 staged by Graz-based photographer collective 'Lupi Spuma' in an orangery with fashion and nature images expressing the designer's theme with butterflies appearing like a red thread of a story about life, metamorphosis - and the fragility of life. Last mentioned is one of the reasons why the designer is active in the protection of the environment. In June (post embedded below), Lena Hoschek invited to the press conference at the label's atelier in Vienna where the latest study about the silent death of butterflies 'Ausgeflattert III - Der stille Tod der Schmetterlinge' by 'Blühendes Österreich' (means as much as 'Blossoming Austria'; initiative by REWE International AG and the Austrian environmental organization 'Global 2000') was presented. Since 2016, Blühendes Österreich runs the citizen science project concerning the observation of the population of butterflies for environmentally friendly landscape planning. (Fashion.at article from 2017.) The project is ongoing! People are called to take pictures of butterflies seen in Austria and upload the images via schmetterlingsapp.at.

fig. from left: The image shows a butterfly at flowers; it's a central motif of Lena Hoschek 'Wintergarden' Fall/Winter 2018/19. The collection is inspired by 19th century views on flora and fauna and the architecture of glasshouses. Right: 'Moths & Butterflies' blouse, 'Countryside' skirt (color forest), 'Glasshouse' belt (color forest). Photos from the 'Wintergarden' catalogue: © Lupi Spuma.

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