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23 August 2022

Trachten trends presented by celebrity stylist Oliver Rauh at Austria's largest trachten & fashion trade fair for wholesalers & retailers at Brandboxx Salzburg

The 'Trachten Order Tage' trade fair at Brandboxx in Salzburg is the most important come-together event for producers, wholesalers and retailers of trachten (traditional alpine clothing in Austria, Germany, South Tyrol), alpine fashion, and accessories. For the upcoming Trachten Order Tage from 26 to 28 August, around 200 brands will present their collections ranging from classical trachten to new interpretations of traditional clothing. "It was our intention right from the start to show traditional costume in all its breadth and diversity, which is how we became the new leading trade fair for traditional clothing in the entire Alpine region," says Brandboxx trade fair manager and director fashion & tracht Katharina Krassnitzer.

Brandboxx publishes previews of the trachten trends Spring/Summer 2023 on social media channels like Instagram such as today's post about the making of the jewelry of the Austrian label Seenberg designed by Ingrid Aigner-Schatz. Seenberg is one of the exhibitors at the trachten days. At the fair opening, creative consultant and stylist Oliver Rauh who worked for celebrities like Lady Gaga, Naomi Campbell, Victoria Swarovski, Rolando Villacon,... will speak about trends in front of invited guests. Brandboxx provided a short preview of the trends elaborated by Oliver Rauh such as that new interpretations of the trachten are especially developed from the new contemporary staging of traditional handicraft techniques and fabrics such as linen. At women's trachten, fashion will leave its mark on lace blouses and bodies with new, darker colors. "Men have a great desire for originality when it comes to lederhosen, beautifully traditional with the right wool stockings and brogues, but the top or shirt can be strongly based on fashion. From the cool t-shirt with a motif to the stand-up collar jacket, which in jersey or linen is almost office-ready," is Oliver Rauh cited by Brandboxx.

Note: Quotes by Katharina Krassnitzer and Oliver Rauh were translated from German to English by

Images, from left: Brandboxx Salzburg trade fair manager and director fashion & tracht Katharina Krassnitzer and Brandboxx Salzburg CEO Markus Oberhamberger. Right: Creative mind, stylist Oliver Rauh in trachten wear. 'The Bavarian Gent' Oliver Rauh provides on Instagram @oliverrauh insights into his life and work such as recently the styling of actors of the critically acclaimed new movie 'Guglhupfgeschwader ' for a magazine shooting.

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