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9 June 2021

Vienna Insight: Musician Andreas Gabalier presented with online retailer Otto his 3rd collection for the visualisation of Austrian Rock'n'Roll style

Two Austrian heavy weights have joined forces again! Yesterday, one of Austria's most successful musicians Andreas Gabalier, who is also called the Volks-Rock'n'Roller for his style to combine traditional Austrian folk music with rock'n'roll, presented his 3rd collection together with Otto Österreich at a press conference in Vienna (embedded Instagram video below). The German mail order company Otto was founded in the late 1940ies and became legendary for its innovative catalogue business with adjoined financial service. Since the mid-90ies, Otto Group has expanded its activities into the internet with a growing number of online shops. Today, Otto Group is active internationally and is counted among the world's largest e-commerce companies.

Andreas Gabalier and Otto Österreich (the Austrian branch of the Otto Group) worked for the visualisation of Gabalier's style of Austrian Rock'n'Roll for the 3rd collaborative collection again with partners. The Spring/Summer 2021 collection for women, men and for the first time also for kids is already available online. The line ranges from elegant festive dirndls (traditional dresses for women) and Austrian trachten leather trousers, to comfortable jeans and t-shirts. Some of the last mentioned are equipped with an interactive feature accessible via app such as Andreas Gabalier explained at the press conference (embedded video). By scanning the motif of the t-shirt, it's announced that Andreas Gabalier's voice can be heard.

Images: The picture left shows Andreas Gabalier taking a picture with the phone while holding an image of the 'look'-book in front of displayed pieces of the 'Andreas Gabalier X Otto' Spring/Summer 2021 collection, available at Right: Andreas Gabalier wears one of the t-shirts inspired by Austrian Rock'n'Roll style with the AR (Augmented-Reality) enabled print of an accordion, the signature musical instrument which is played by Gabalier on stage. Photos by Georg Aufreiter; © UNITO/Georg Aufreiter.

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