12 January 2021

UPDATE on 14 January: The Wengen-slaloms on 16 and 17 January were rescheduled again and will take place in Flachau.

What's going on in fashion & sports in Kitzbühel, Tyrol, Austria? Lena Hoschek's new store, dates of the upcoming Hahnenkamm Races

Currently, ski regions, cable cars or ski lifts are allowed to run their business with some restrictions such as fewer guests in one gondola (keyword distance) or obligatory FFP2 masks. Après-ski events are cancelled and as hotels (except for business travellers) and gastronomy still have closed, the ski regions are visited mainly by people who are living nearby or have a secondary residency in the region. Kitzbühel in Tyrol is the most glamorous ski destination in Austria and a hot spot for luxury fashion. By the way, it's a town with many second homes.

Last month on 16th December, Lena Hoschek opened a new store in Kitzbühel with a range reaching from the designer's ready-to-wear over new interpretations of Austrian traditional clothing to classical evening gowns and special only in Kitzbühel available limited editions. The around 170m² shop at the shopping arcade at the historical building 'Altes Gericht' (Old Court) in Kitzbühel is after two stores in Vienna and Graz the Austrian label's third. At lenahoschek.com, the brand offers an online shop in German/English for its clothing and shoe collections, perfume,...

Images (from left): View at the Lena Hoschek store front at the passage at 'Altes Gericht' in Kitzbühel; insight into the new store which shows a gentle play of colors dominated by antique pink and fresh green. The soft opening happened on 16 December 2020. Photos: © Defrancesco Photography.

The prominence of Kitzbühel is founded by the international ski races named after the mountain range 'Hahnenkamm' with one of the world's most challenging slopes, the 'Streif'. The 'Hahnenkamm Races' will be held in the next days again. The season 2021 starts such as announced yesterday already on 16 January with the Wengen-slalom which was rescheduled to Kitzbühel this year. The races (slalom, downhill, super-G) from 16 January until 24 January happen during lockdown which means that spectators (except team members, staff) directly at the slopes or fan zones are not allowed. In Austria, public service broadcaster ORF will report live from the races in Kitzbühel.