Austrian fashion houses dazzle Beijing

Model displays her dirndl dress created by Austrian fashion house Alpendirndl, on March 26, at the "Austrian Fashion Networking" evening at 798 Art District in Beijing. [Photo / Provided to chinadaily.com.cn]

Some of the biggest fashion brands from Austria and 300 fashion-lovers attended "Austrian Fashion Networking" event in Beijing.

The gala show, which was organized by the Austrian Embassy Commercial Section in cooperation with Pecha Kucha Night Beijing, was held at 798 Art District in Beijing on March 26.

Six fashion brands from Austria, including Alpendirndl, Magda Rose, Steinbock, HANRO, Living Kitzbühel and Maurizio Giambra, displayed their unique design concepts and products. Austrian Ambassador Dr Irene Giner-Reichl and Commercial Attaché Vera Maier also attended the event.

Although some of the brands maybe well known in European countries, most of them are just making their debut in China. According to Dr Oskar Andesner, commercial counselor of the Austrian Embassy in China, Austrian fashion designers continue to attract customers from all over the world with their unique product lines and new ways of incorporating the Austrian look into their design. When the international and Chinese fashion elite decide on what China will wear tomorrow, Austrian fashion will be right there with them.

Alpendirndl, the only traditional Austrian brand to participate in the show, displayed Dirndls, Alpine countries' local garments, to the audiences. Zhou Yan, China's representative of the company, said their business strategy in China is to simultaneously mix Chinese elements with the traditional Austrian designs, although the change will be limited to maintain the uniqueness of Austria.

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