Senior women are taking a stand against fast fashion with upcycling fashion!

Senior women are taking a stand against fast fashion with upcycling fashion!

Imagine: senior women conquering the catwalks and showing what they're made of! Vienna Fashion Week starts on September 15th, 2025 and will be ushered in with a special highlight on September 16th. The opening show will be designed by members of the Vienna Pensioners' Club's Atelier+. This is where women between the ages of 60 and 80 come into play, who make an impressive statement with their “Fashion Reloaded” collection.

The participants have devoted themselves to upcycling fashion and are presenting clothing from unused stocks, as well as textile legacies from deceased relatives. Each piece tells its own story and that is also the goal of this collection: a statement against fast fashion and towards longevity and individuality. Industry experts and the organizers emphasize that fashion is not just an aesthetic pleasure, but can also address socio-political concerns.

A look behind the scenes of the collection

The collection deals with important themes such as sensuality and farewell, which are of great importance to older women. Designer Jaqueline Franz, who wants to stay close to her mother, who suffers from dementia, through sewing, brings her personal story to the catwalk. Claudia Krasny, 80 years old, also addresses sexuality in old age in her outfit. This shows that creative work has a place even in old age and can build a bridge between generations.

The participating designers, including Brigitte Hrdlicka, all have something in common: They want to show that current fashion is often not appealing enough for older women. Her intention is to encourage women to be more confident and creative with their wardrobe and to find the courage to wear more daring pieces.

A diverse program for every generation

The pensioners' clubs in Vienna not only offer the space for creative projects like this, but also a wide range of activities. From gymnastics to music, dancing to literature and arts and crafts – there is something for every senior citizen here. Managing director Christian Hennefeind highlights the over 5,000 different offers per year, which make the club a lively meeting place for encounters and creativity.

“Fashion Reloaded” is not just a fashion show. It is a celebration of life and creativity that finds its permanent place in Vienna Fashion Week with the support of local labels such as Pitour and Sabine Karner. When attending the event, you can look forward to shoulder dresses, breathtaking evening gowns and extravagantly cut pieces, all made from high-quality materials such as cashmere, linen and silk.

For all fashion enthusiasts, the “Fashion Reloaded” show on September 16th at 4 p.m. is an absolute must. The innovative combination of fashion and social issues shows once again that upcycling and commitment can also play an important role on the catwalk. “We inspire others to make a difference now, today,” says Madlena Komitova, who is one of the key figures behind this initiative.

If you would like to find out more about Vienna Fashion Week and the unusual collections, you can find all the information online. The event not only promises creative insights, but also a valuable exchange on social issues.

Those interested can find further information on this at MeinBezirkt, Merkur and Vienna Fashion Week.