16 February 2023

The Austrian trade fair for trachten and alpine clothing changed its name to 'Fesch' and presented the first issue of the eponymous magazine as fair extension and year-round platform

The new name 'Fesch' (means translated from Austrian, southern German 'smart', 'attractive') of the trade fair 'Trachten Order Tage' in the Brandboxx in Salzburg, Austria, will be used for the first time at the upcoming event. The first 'Fesch - Messe für Tracht & Alpine Mode' takes place from 24 to 26 February. The name was announced already last summer with glimpses of the new accompanying print magazine and website.

Now, the most important come-together event for producers, wholesalers and retailers of trachten (traditional alpine clothing in Austria, Germany, South Tyrol), alpine fashion, and accessories revealed some more details about the upcoming trade fair and the magazine. As fashion.at was told by phone today, the first issue of the German-language 'Fesch' magazine will accompany the fair with fashion and lifestyle news on around 100 pages. The distribution will be organized by the Munich-based publishing company ALPS Verlag in newsagents in the alpine regions. The magazine is a collaboration between ALPS and Fesch. The trade organizer Brandboxx appears as the publisher, Alps is responsible for the editorial content.

A special focus of the trade fair 'Fesch' are new trends which will be presented on the opening day of the fair by trachten specialist Cornelia Reichsthaler who is known for posting a wide diversity of trachten clothing and occasions for alpine fashion on her Instagram channel 'Die Dirndlerin'. Diversity is also an important aspect for the editorial line of the magazine 'Fesch' when selecting topics like architecture, travel, cuisine, art, culture, or health in the context of trachten and alpine clothing. 'Fesch' trade fair manager Katharina Krassnitzer says on fesch-magazin.at about the editorial line that the aim is (translated from German) "to celebrate trachten in its entirety, diversity and colourfulness and place it in the context of current fashion and lifestyle trends."

The trade fair 'Fesch' is scheduled two times a year; in February and the last week of August. It's announced that the trade fair extension 'Fesch' magazine will serve as an all-year platform. Today, Fesch posted a video on Instagram from printing the first edition of the magazine with views of some pages and release date, the 23rd February.

Image: Katharina Krassnitzer (Head of Fashion Trade Fairs & Tracht Brandboxx) and Markus Oberhamberger (Managing Director Brandboxx Salzburg). Photo: © Studio Soco.