The Graz-born designer was stylistically influenced by her homeland. At the age of 13, Lena Hoschek was already working on her first dirndl together with her grandmother. It was during this time that her passion for traditional costume and handicrafts was sparked and the designer has been on a constant search for first-class and extraordinary materials and patterns since her childhood. Not only is her work closely related to Styria, but she herself also often speaks about her favourite places in the Green Heart of Austria. And if you look closely, you can see her tattoo of the Styrian panther on her forearm.
In 2005, Lena Hoschek founded her own label in the old town of Graz. Her traditional costume collections can now be purchased in her shops in Graz and in Vienna as well as on her own online shop. The style of her collections can best be described as follows: "This is the love of handiwork, of high-end tailoring and the true artwork of cutting. This is the personified femininity that is infinitely reminiscent of the 1950s. But also of punk, tattoos, bad boys and fast cars. Hip swing and humour, waistline and décolleté, pure dolce vita, that's Lena Hoschek". (quote from shop.lenahoschek.com)
A propos, Lena's wedding celebration took place in the Eggenberg Palace and the wedding itself took place in Castle Stainz. Both are favourites of the Styrians, who invite you to visit them. What the designer really appreciates about Styria is the many ways to combine pleasure and nature: "I love the spring in Styria. You can spread your picnic blanket out 'right on your doorstep'. There are plenty of meadows, alpine pastures and forests", says Lena Hoschek. And what do you wear for a picnic? Of course something practical: "a 'wash dirndl', comfortable, cosy and fetching".
Seductively beautiful: the "Lena Hoschek Tradition" line enchants the eye twice. If you admire the collection and are spoilt for choice between the silk jacquards and colourful fabric prints, you will discover the gentle backdrops of Styrian landscapes in the background. A touch of nostalgia and tradition go into the photographs, which show the traditional costume where it is at home: right in the middle of the regions, such as in and around Stainz, in the mountainous Gesäuse and in Ausseerland.
