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Carmina Burana's wheelAbout Carmina Burana

The poetic texts in Latin, Middle High German and a mixture of Latin-German-French-Italian-English (you know this language from Umberto Eco's Salvatore "In the name of the Rose" about fortune, love, drinking, gambling, moral, religion, ... was written between the 11th and 13th century and circa 1230 collected by the monastery Seckau in Styria, Austria.

The original texts of the Carmina Burana with illustrations such as Carmina Burana's wheel (picture above) are published by the Bibliotheca Augustana. You will find in this text even hymns for Catherine from Alexandria (supplementum 12* and 19* - 22*) who was adored by the monks of Seckau.

About the following video: Carl Orff's composition for selected texts, especially for "O Fortuna" in the mid 30's became one of the most important musical works of the 20th century. On the following video you can see Carmina Burana's wheel, the wheel of Goddess Fortuna. In the middle a figure is sitting with bonded eyes as a symbol that the future can not be foreseen by using the wheel:

"Carmina Burana" 'Opening' (O Fortuna). Music by Carl Orff (1895-1982); directed by Jean-Pierre Ponnelle Münchner Rundfunkorchester, Chor des Bayerischen Rundfunks Kurt Eichhorn, conductor (1975)., Media Information, Oct, Nov, Dec 2008:

Dec 2008
New Tools for Publishers and Media-Planning

How extends reach>

Dec 2008
The Trendletter by

Editorial strategies>

November 2008
Fashionistas, save your money! has picked online locations by hand to deliver better shopping conditions for edgy designer pieces and interior.

Saving money is a keyword at this time – even in fashion. So has started to search for interesting shopping locations to cooperate with and has found CoutureLab, YOOX, Forzieri and others where design pieces from Moschino, Chloe, Diesel, Kenzo, Dolce & Gabbana, Isabel Toledo, Prada, Versace, … can be found for better conditions. Some of the offers at have additional coupon codes that make it easier to save more money.

Shopping tips like the ones we are now offering on are a useful feature for the readers along to the editorial information which we prepare with text, image, video, music, interaction,” publisher Dr. Karin Sawetz.

Oct 2008
RSS and the mobile site of

Since October 2008 publishes selected news edited especially for mobile phones with appropriate layout and text including music and video for smaller screens on
The idea for the daily news feature
At first we thought a fashion magazine wouldn’t need a daily news feature; but we are producing so many news and have so many more different readers than a regional newspaper – in two months has 82% new visitors – that RSS is a very adequate way to inform our readers,” publisher Dr. Karin Sawetz.

In September 2008 the worldwide fashion magazine started the RSS opportunity as the forerunner for the mobile site. One month later the layout for the mobile site was created in the colors yellow and pink of the favicon - the favorit icon which appears in the browers benath the URL-title is easy to read: the white background of the screen with the dark blue letters, flashy blue and purple pink hyperlinks are similar to the layout of the cover site of itself. With the yellow navigation bar appears very sunny on the phone. By entering the mobile site the headlines of the selected news will welcome you; when you click them you will get the articles with image and mostly a video.

RSS and the mobile site are even great to deliver Maxxmo’s music tips: the content of Maxxmo’s radio changes very fast and is not archived. With RSS and the mobile site fashionoffice users can enjoy once or even twice a week new music selections which we collect from fashion parties, trendy events, independent labels, charts of edgy brands and tips from leading designers,” publisher Dr. Karin Sawetz.

The “headline” policy on’s mobile site

Brand new for the magazine is the creation of common headlines such as ‘Choose after your personal preference: pleasure, love or pain’, ‘Heating up the Dancefloor!’ or ‘The Reinvention of Man's Body’. online uses the credit (name of the designer or exhibition) as the headline.’s new platform for mobile phones induces headlines with more information about the “story” than the “source”.

This is caused by reading the mobile site which has much more in common with traditional linear media such as printed newspapers or TV than with using the Internet. The reasons are: the smaller screen reduces the layout and the small keyboard is perfectly only for the easiest navigation. On the headline site of self-explanatory pictures with credits are now replaced by extended headlines.

by publisher Karin Sawetz

Dec 2008

"Fate - monstrous
and empty,
you whirling wheel,
you are malevolent,
well-being is vain
and always fades to nothing, ..."

Source: "O Fortuna" Carmina Burana; poetic texts collected circa 1230 by the monastery Seckau in Styria, Austria.

Is fate a whirling wheel like roulette?
Is life a game?

In the last months we have got the impression: yes. Gamblers caused the financial crisis; and they are for sure not the ones who suffer.

We have learned that the big gamblers are causing the most troubles the world society, especially the Western society, has experienced in the last 50 - 60 years; and they are still sitting on their gambling tables.

Gambling is chic: poker evenings and getting money for nothing are fashionable - even in non-financial branches.

But who can stop the whirling wheel to make a good fortune? Isn't it an characteristic of the wheel of fortune that it can not be determined?

Can we influence the future?

At we have worked hardly against the 'gambling suites' (content delivery systems) of the telecom industry which make the work of publishers and other producers of content (owners of intellectual property rights) not measurable any more.

In 2008 fought against the new legal methods not only because of economic reasons but even for the security of the internet. Today, the new content delivery systems offer cyber criminals an open door under legalized and not controllable circumstances.

Yes, I think nobody should gamble in business. Because even in this game not the telecoms will suffer, but at last the users.

2008 was an important year for We celebrated 12 years top-relevance in 'fashion'.

In's oldest available index (January 2001) the magazine ranks with the "mother" of all Fashionoffice channels on the 3rd place of about 6,840,000 results for ‘fashion’. Today, the magazine is still on the first site of 450,000,000 results on worldwide searches for ‘fashion’ in Google.

Founded in 1995 with the extensive “FashionAvigator”-study about fashion online, Fashionoffice was in 1996 one of the first fashion magazines exclusively published online. Soon the magazine has established special channels about fashion, art, luxury and beauty and received several prizes such as the ‘Angel of Fashion Award’ in 1996.

- 2009

We consider ourselves fortunate that you and all the other users enjoy our magazine for such a long time and we hope, you like our informative and entertaining hand-picked news from the world of fashion, art and beauty even in the next year!

Good fortune in 2009!


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Dr. Karin Sawetz, founder and publisher of (since 1996), is journalist, media researcher and fashion scientist.

Karin Sawetz has a diploma from a higher-level secondary college for the fashion and clothing industry. She was awarded with the first prize for her design of the male work trousers for the OMV filling stations (OMV is Central Europe's leading oil and gas group) - the design has been realised. Before and while studying for the diploma she was designer for her own label, which she has presented international.
Beneath her studies at the University of Vienna she worked as costume designer for theatre and film, was civil servant at the Austrian Federal Ministry of Economics (Department Fashion & Textile Industry), ...
After she has finished her studies at the Institute for Journalism and Communication Sciences, the Institute for Film-, Theatre- and Media-Sciences, the Institute for Philosophy at the University of Vienna, and the Institute for Artistic Sciences, Art Education and Communication, Department for Cultural and Intellectual History, at the University of Applied Arts, she was lecturer at the University of Vienna (online market research) and the Vienna Chamber of Commerce, published scientific studies, ...
In the last years she focused her work on as an international magazine and organization for intercultural approaches in fashion and art.

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