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16 March 2024

The Viennese fashion scene seems to be one big family. First preview of the MQ Vienna Fashion Week 2024 with campaign images by photographer Sasa Felsbach and daughter Callas as model.

For more than 15 years, Viennese fashionistas have flocked to the same place every early fall - the tent in front of the MuseumsQuartier - to attend the runway shows of national and international designers. A kind of "semaine fixe" in many calendars, although some might say that the location or the whole concept of centralizing the shows could change. Instead, there could be a week-long celebration of fashion throughout the city, with the integration of designer stores, shopping boulevards, presentations in workshops, studios, showrooms of designers, artisans and artists who provide textile prints or accessories for the shows. The celebration of art, design, craft and other creative professions such as photography, clothing repair, recycling specialists in the streets, shops, workshops and studios with the partner MuseumsQuartier (MQ) as a central base for talks and discussions could be seen as an update.

But MQ Vienna Fashion Week is already more than just a catwalk in a tent. The shows trigger a series of other side events that are already taking place in various locations, such as last year's talks and discussions in the inner courtyard of the MuseumsQuartier, special events for the press in hotels, the Vienna Fashion Week shopping area in the MQ or the MQ Vienna Fashion Week Afterparty in an edgy club. One of the participating designers who invited to the label presentation at the MuseumsQuartier last year was Sabine Karner, who is also involved in the creation of the campaign for the upcoming MQ Vienna Fashion Week 2024. The 16th edition will take place from September 9 to 14. The Viennese fashion scene doesn't just look like one big family. The photographer and model of the MQVFW24 campaign are the mother-daughter team of Sasa Felsbach, who photographed her daughter Callas in fashion by Sabine Karner, and Nicolas Dudek, who recently collaborated with Humana to create couture pieces from vintage clothing (see Nicolas Dudek X Humana article). Sasa Felsbach, known for her multicultural background and extensive portfolio of international campaigns and exhibitions, is the first photographer to bring the unique perspective of a mother to the shooting of a campaign and editorial for Vienna Fashion Week. Her daughter Callas, representing flair Modelmanagement, embodies the vision of the campaign.

Images, from left: Making of the MQVFW24 campaign. Photo: creative headz. Right: Campaign visual showing model Callas in a couture dress by Nicolas Dudek for the MQ Vienna Fashion Week from September 9 to 14, 2024. Photo: Sasa Felsbach.

Credits MQVFW - MQ Vienna Fashion Week 2024:
Photographer: Sasa Felsbach @sasafelsbach
Model: Callas/Flair Model Management
Fashion: Nicolas Dudek @nicolas_dudek , Sabine Karner @sabinekarner
Hair & Make-up: Petra Hristov-Mennella @signoramennella
Styling: Nicolas Dudek @nicolas_dudek
Location: Not Another Concept Store @notanotherconceptstore

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