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2 March 2018

Insights into the re-opened Lena Hoschek store in Graz

Lena Hoschek counts to Austria's most important fashion designers. In 2005, she founded her label in Graz, capital city of Styria. Since then, the brand has expanded with shops in Graz, Vienna, Berlin and international presentations and collaborations. Pieces from her latest collections and collaborations appeared recently at Fashionoffice style tips such as a knit vest from the Spring/Summer 2018 'Tradition' line in combination with motorcycling wear or a waterbottle in Lena Hoschek design inspired by the label's 'Wintergarden' Autumn/Winter 2018/19 collection. Lena Hoschek presents her collections - such as 'Kiss Me Piroschka' Spring/Summer 2018, each season at Berlin Fashion Week.

Yesterday on 1st March, the designer re-opened the store she had once accidentally discovered on her search for a new sewing machine or furniture items in 2009. Former owner of the location was men's outfitter 'Bierkopf'. The re-opened Lena Hoschek store offers on around 150 square meters room for the brand's fashion collections and traditional clothing line inclusively an own space for wedding dresses.

fig. from left, clockwise: Store window of the Lena Hoschek flagship store at Joanneumring 3 in Graz. Governor of Styria Hermann Schützenhöfer visited the opening on 1st March 2018; the image shows him standing beside fashion designer Lena Hoschek. Insight into the store furnished with vintage interior. The 'Wedding Séparée' offers privacy for the selection of dresses. Photos: © Lupi Spuma.

Pictures of the making-of show how the store looked some days before the opening.

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