Lena Hoschek: 20 years of fashion, crises and a brave new beginning!

Lena Hoschek: 20 years of fashion, crises and a brave new beginning!

The Viennese fashion world is looking forward to one of its most promising designers: Lena Hoschek. Exactly 20 years ago, on November 5, 2005, she founded her own fashion brand, which has since experienced both successes and crises. With her studio in the industrial building on Längenfeldgasse, she has created a way of being that has become a symbol for many women and fashion enthusiasts.

However, the challenges were not long in coming. In 2023, the company's bankruptcy was announced on October 27, which was a huge blow to Hoschek and her fans. “You cry and look forward,” is how she summarizes her emotions surrounding this challenge. The reasons for the bankruptcy lie in the pandemic and changed supply chains, which have hit the fashion industry hard. Nevertheless, Hoschek remains optimistic and has agreed on a restructuring plan to reposition the brand.

A look at the collections

Hoschek's designs are known for their vintage charm and particularly appeal to women with curves. With particular attention to different body shapes, she has developed a design language that sets extra-feminine accents and ignores trends. Their most famous bestseller, the “Ribbon Skirt”, is considered the heart of the brand and is very popular as a sought-after collector's item. Even Queen Máxima of the Netherlands was seen wearing one of her designs—definitely a personal triumph for Hoschek.

She has made a name for herself in the fashion industry. Her catwalk presentations are not only celebrated at Berlin Fashion Week, but also attract the attention of fashion journalists and lovers. This combination of creativity and resilience shows how well Hoschek can deal with the rigid requirements of the industry, even when things got tight financially.

The future of the industry

Against the background of Lena Hoschek's setbacks, the publication of the study "Status of German Fashion 2024" by the Fashion Council Germany and eBay Germany, which is scheduled for November 28, 2024, comes at just the right time. This comprehensive analysis not only addresses economic aspects and challenges of the fashion industry, but also the role of digital innovations and sustainability. These topics are important for both aspiring designers and established brands like Hoschek in order to actively shape change.

It remains exciting to see how Lena Hoschek will master the realignment. The challenges she currently has to overcome not only bring with them emotional stress, but also require creative solutions. The fashion world is waiting with bated breath to see what the next steps of the designer and her brand will bring.

For further insight into developments surrounding Hoschek and the fashion industry, click on the following links: The press, ORF Vienna, and Fashion Council Germany.