Lena Hoschek made her first Dirndl aged just 13 under the watchful eye of her grandmother, Aloisia and at 24 years old, she decided to set up her label at the centre of the old town of Graz in November 2005. After having worked for Vivienne Westwood and setting the foundations of her passion for traditional craftsmanship and tailoring, She has shown five collections so far. Lena Hoschek celebrates traditional style, which she considers a precious cultural asset, with her independent line of traditional Austrian Trachten clothing, “Tradition”. She loves traditional tailoring, classic designs and the ultra-feminine hourglass silhouette without ever being conventional. Opulent patterns, exquisite materials and meticulous attention to detail characterise her collections while at the same time epitomises her ethos, which is to value each item of clothing as something timeless and lasting. All Lena Hoschek pieces are lovingly produced with painstaking care at small clothing factories based in Europe.
Her creations show her passion for prints and high quality materials as well as traditional elements, folkloristic patterns and 1950s silhouettes – all flavoured with rockabilly attitude. Lena Hoschek´s brand is prominent with curvy women with real body silhouettes, think Dolce Vita fashion made for Brigitte Bardot and Sophia Lorens of today. Her philosophy is attention loving and cute little tart. You will find her at a rock festival in a pink ruffled dress, petticoat and high heels all covered in dirt, drinking gin and leaving lipstick marks all over the place….. She´s Doris Day and Courtney Love in one person. Her fashion highlights and attention grabbing style are cute little blouses, swinging skirts and dresses, supertight pencil skirts, high-waisted and worn with suspenders and a berret, prom dress with a biker jacket over the shoulder and 1950’s Rock n´Roll meets French Bohemian.
Have you considered her designs for your body shape? Lean hourglass or Full hourglass designs, Lena Hoschek designs exclusive, fully-personalised dress Trachten, long evening and wedding Dirndls, all fully fitted and tailored at her Atelier. All you have to do is contact her well in advance with all your made-to-measure requests. You can buy her ready made and contact her for made to measure HERE