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22 January 2023

Lena Hoschek Tradition 2023/24 was presented at the historical Burg Clam in Upper Austria


'Lena Hoschek Tradition' is the Austrian design label Lena Hoschek's line of clothing developed from Austrian traditional costumes, the so-called trachten. The line is characterized by the traditional processing of natural materials, such as wool (loden) or cotton (lace), and details that are signature for the regional trachten such as the women's dress called dirndl.

The shooting of the campaign for the new Lena Hoschek Tradition 2023/24 collection took place at the Burg Clam in Upper Austria. The history of the castle dates back to 1149. This summer it was one of the most popular music locations in Austria with performances by the Hollywood Vampires (Alice Cooper, Johnny Depp, Joe Perry) or the Austrian band Bilderbuch. In the press release, Lena Hoschek expresses her special thanks to Count Carl Philip Clam and his team for providing the enchanting castle setting for the presentation.

For the woolen coats, dirndls, the label's signature ribbon skirts, pullover, cord knickerbockers and bags, the designer chose fabrics inspired by the interiors of Austrian landmarks such as Burg Clam, and autumnal colors of mocha, dark burgundy, various shades of green and night black to create a sense of mysticism for the colder months.

Images, from left: Coat 'Tapestry' in black, dirndl 'Jesse' with dirndl blouse 'Brandhof', bag 'Aeki' from the new Lena Hoschek Tradition Autumn/Winter 2023/24 collection. The images for the catalog were staged at Burg Clam in Upper Austria. Select pieces from the autumn/winter collection such as the 'Wild Pullover' are already available in stores and online at lenahoschek.com. Photos: © Aida Dapo.



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