Fashion.at

6 August 2023

Vienna-based label art point makes a statement about conformity and the expression of individual desires at the MQ Vienna Fashion Week

In recent weeks, Austria has been discussing the concept of 'normality' and what behaviors, interests, or desires are 'normal'. In this context, the announcement of the Viennese fashion brand art point, led by designer Lena Kvadrat, to show a collection called 'Subjectivism', touches a raw nerve and may arouse even more interest after the population has already been sensitized - even if the press release does not make any reference to the discussion.

The new 'Subjectivism' collection is rooted in the idea that individuals should recognize and express their desires in society. It explores the tension between personal will and societal norms. Continuing with the thoughts in the press release that certain historical events and technological developments have stripped people of their subjectivity and turned them into objects, art point concludes that as a result, they have less influence in the world and become increasingly invisible in society.

Designer Lena Kvadrat is quoted in the release: "Every designer tries to recognize the zeitgeist in order to capture the image of the time for fashion history." (translated from German by Fashion.at)

Images: The pictures show items from the new art point collection 'Subjectivism' made of fabrics with prints by the label's founder Lena Kvadrat, who studied textile design at the Textile Academy in Moscow. The camouflage-like print, inspired by the zoomed-in aesthetic of digitally encoded signals, appears like a protective shield. Art point uses 2 to 3 fabrics designed in-house for each collection. The use of large scale patterns makes each piece unique. The runway show 'Subjectivism' will take place on Saturday, September 16th at 7pm at the MQ Vienna Fashion Week; tickets are already available at mqvfw.com. Photos: © art point.