31 May 2026 
Quick Read
• A two-month pop-up by Support Your Local Girlgang Vienna has transformed the foyer of SO/ Vienna into a temporary platform for independent women-led fashion labels.
A Design Hotel Meets Independent FashionFor two months, from May until 5 July 2026, the foyer of SO/ Vienna on Praterstraße has become home to a special fashion pop-up organized by Support Your Local Girlgang Vienna (SYLGV). The collective, founded in 2018 by Birgit Rampula and Katharina Amenitsch, brings together small fashion and design labels founded or co-founded by women.Fashion.at visited the pop-up this week on a sunny and unusually warm afternoon in Vienna. Outside, people were sitting along the nearby Danube Canal near the Urania. Inside the hotel, the atmosphere was already lively. Guests gathered in the spacious lobby while a DJ provided music for the evening. A temporary bar had been installed next to the fashion displays, while hotel staff circulated with small dishes and snacks. The location itself plays an important role in the event's character. SO/ Vienna, located near Schwedenplatz and the Danube Canal, is one of the city's most recognizable contemporary buildings. Designed by French architect Jean Nouvel, the hotel has developed a reputation for connecting hospitality with fashion, design and contemporary art. Its striking architecture and artistic interiors have made it a regular setting for creative projects and fashion-related events. Visitors could also recognize scenes from the evening in a video later shared on the hotel's Instagram channel, showing guests moving through the foyer among the fashion installations and displays. Community Instead of CompetitionDuring the visit, Fashion.at spoke with Birgit Rampula, co-founder of Support Your Local Girlgang Vienna and founder of the label Amateur. She described the pop-up as part of a continuing effort to create shared visibility for smaller fashion businesses. After the current project ends on 5 July, the next events are already being planned. Another meeting point for many members of the collective will again be Vienna Fashion Week later this year.While the conversation took place, one customer carefully examined a pair of softly flowing Tencel trousers printed in delicate shades of pink and brown. Instead of browsing anonymous racks, visitors could discuss fabrics, production and fit directly with the designer. The scene reflected one of the central ideas behind the project. Many participating labels produce in small quantities, often only after orders are placed. Rather than competing through volume, they focus on individuality, local manufacturing and direct contact with customers. Amateur and the Personal Side of FashionBirgit Rampula has been developing her label Amateur since 2007. The collections combine flowing fabrics with clean, urban silhouettes, often featuring oversized looks made from relaxed onesize cuts. According to the designer, production takes place through small workshops specializing in textile printing and sewing in Vienna and Lower Austria.One recurring element is the integration of extraordinary textile prints into everyday clothing. Several garments at the pop-up featured enlarged prints based on drawings made by Rampula's daughter. These illustrations become graphic elements on dresses, tops and trousers, giving the pieces an individual character. The result is clothing that feels comfortable and practical while retaining a strong creative identity. Amateur has also participated in collaborative projects within Vienna's fashion and design scene, often working across disciplines rather than following seasonal fashion cycles. Five Labels, Five Different PerspectivesKamenVienna label Kamen, founded by Katharina Amenitsch, combines minimalist cuts, geometric forms and urban design. Produced in small quantities and often handmade in Vienna, the collections frequently use deadstock fabrics and focus on timeless pieces rather than seasonal fashion cycles. Vienice Vienice, founded by Laura Schreiber, produces handcrafted leather bags in Vienna. Schreiber studied Fashion and Textile Design as well as Industrial Design at the University of Applied Arts Vienna. The label focuses on small-scale production, naturally grown leather and durable design. To support longevity, repair services are also offered directly through the atelier. Winna Studio Vienna-based Winna Studio, founded by Nina Nemes, combines sustainable fashion and handmade design objects. Through creative upcycling, existing materials are transformed into unique pieces. At the SO/ Vienna pop-up, the designer presented works from her Glass collection, highlighting the label's focus on material experimentation and circular design. Lara Wurzer Jewelry designer Lara Wurzer presented handcrafted pieces from her label LARA WU. Produced in Vienna, the collections combine recycled sterling silver, selected gemstones and playful forms. The focus lies on individuality, small-scale production and wearable artistic expression. Amateur Known for flowing fabrics, relaxed silhouettes and artistic prints, Amateur emphasizes local production and long-lasting clothing rather than short-term trends. The overall impression of the pop-up was not one of luxury marketing or seasonal urgency. Instead, it suggested another pace of fashion. Visitors moved slowly through the racks, spoke directly with designers and considered pieces individually. In an industry increasingly shaped by rapid production and equally rapid disposal, the project presented a different model. Creative design, textile printing and garment construction appeared not merely as steps in a supply chain but as visible forms of work with social and cultural value. The atmosphere inside SO/ Vienna felt almost like a temporary pause from the acceleration associated with fast fashion — a space where clothing became connected again to people, materials and local production networks. Image: Racks with garments by Amateur Fashion and handcrafted leather bags by Vienice during the Support Your Local Girlgang Vienna pop-up at SO/ Vienna. Visitors browse the collections in the hotel foyer. © Fashion.at, 27 May 2026 |