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VIENNA INSIGHT by publisher Karin Sawetz May 2010
Karin Sawetz is journalist, media researcher and fashion scientist (Mag. Dr. phil.).

Fashion from a street view

Yesterday (27 May 2010), I have visited a 'Jour fixe' organised by lawyers, law experts, and IT professionals from (scientific alumni club) and ('Master of Laws' course at the University of Vienna) to update my knowledge about SEO and SEM.

But the most interesting event happened on my way to the 'Jour fixe' when a biker group from UK on Harleys stopped beside my car and on the radio, Iggy Pop begins to sing: "The Passenger...".

Video: Iggy Pop's 'The Passenger' lyrics

Unbelievable, but fashion publishers have a lot of daily work because of legal reasons. Which materials can be used, is the privacy of users protected, is the article reporting the truth or only personal impressions - and how far is it ok to report the truth or personal impressions, etc. Even promoting the own editorial articles on the internet is essentially for an online publisher. SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) count to the daily business of a fashion publisher such as visiting a fashion show and writing an article. This was the reason why I have attended the 'Jour fixe' at an office of a lawyer from the scientific alumni club to get an update about the DOs and DON'Ts in promoting content. Trademark law was one of the central themes on this evening. The lesson for promoting own products (in very short words): don't use a name if it's not yours.

fig.: Enlarge the Fashionoffice Map, powered by Google

But even my fashion need had been fulfilled this evening. On my way to the 'Jour-fixe' I had to stop at a crossroad in front of the Votiv Kirche and the University of Vienna. I was sitting in my car and looked at the passengers walking across the road; the outfits were not thrilling - trivial combinations of trousers and jackets with scarves. Even the music from the radio was trivial and so I was searching for a new channel as my car - it's a sports car from Mercedes, was shaked up by the sound of up to 10 Harleys. The bikers with UK vehicle numbers saved my day as a fashion journalist! They wore black leather outfits in the style of late 70ies, early 80ies punk-rockers and retro-helmets. Just as I stopped the channel search for looking closer at the bikes, Iggy Pop's song 'The Passenger...' started to play. I had my windows closed, but the car was already filled with the fumes of the bikes. One of the bikers turned his head and looked at me; the Paul Simonon (The Clash) look-a-like blinked with one eye at me before he took a drag from his cigarette...

"I am the passenger
and I ride and I ride
I ride through the city's backsides..."
Iggy Pop on the album 'Lust for Life' from 1977.

This is authentic fashion that happens on the street!

Source: Original article with map and video on


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