About Lena

Who is Lena Hoschek?



Born in 1981 in Graz, this meticulous dressmaker is a creative force, a determined entrepreneur, and a devoted mother to Johann and Apollonia. As a boss, she brings a unique blend of vigor and charm to her endeavors. It’s this dynamic spirit that permeates her fashion designs, seamlessly combining delicate and robust patterns with feminine cuts. The result is a collection that not only makes bold statements but also imparts a smart, tough, or playful attitude to those who wear her creations. In many of her collections, Lena Hoschek embraces the contradiction of worlds, tailoring them into something entirely new: she may live loudly and boldly in the present, but she flirts with the aesthetics of past decades and combines them with details that set the trend for the industry. Lena Hoschek Tradition embodies a versatile essence: whether adorned in a snow-white blouse and gracefully laced into a dirndl dress, we are poised for any situation. Even as Lena Hoschek designs confident office attire for the business world or elegantly dresses us for a sophisticated evening, the underlying principle persists: a blend of femininity and strength.


‘I am inspired by people, music, nature, and history. One of my strengths is that I can quickly get excited about many things, especially about turning moods into fashion.’

We can be anything. Her creations are a modern armor for the empowerment of tireless multitaskers like us – whether it’s Lena Hoschek herself, her dedicated team from the studio to marketing, or all her customers. As the nameless quote goes so nicely:

“We are only helpless while our nail polish is wet. Even then, we could pull a trigger if we had to.” Always stylish, ready for anything. With this attitude in mind, Lena Hoschek knew early on that the fashion world was destined for her. However, with a different approach, as Lena’s creations stand for thoughtfully designed and meticulously crafted Slow Fashion: sustainably produced, conscientiously and tradition-conscious, and a joy to wear. 

Who wears Lena Hoschek?

As employees, followers, and customers, we can say: all of us who love high-quality fabrics, patterns beyond the mainstream, and unique cuts and designs. We acquire them in one of her two stores. We inherit them. We order them from her online shop. We find them at 60 different retailers. We snatch them up on Austria’s most popular second-hand platform Willhaben. But actually… we prefer to receive them as gifts from our loved ones. Stars like Mad Men actress Christina Hendricks, dancer and entrepreneur Dita Von Teese, fashion icon Sarah Jessica Parker, as well as singers Lana Del Rey and Katy Perry are also fans of Lena Hoschek’s collections. And there are many opportunities to fall in love with new pieces over and over again: Lena Hoschek designs two Prêt-à-porter collections, two Tradition collections, and continuously expands the Business Collection every year.

Beyond the Seams

What inspires the dressmaker, why pleasure is essential, and her taste in men – this video interview with Lena Hoschek was created in 2020 for the 15th anniversary of her company and also shows her in a more personal light.

The Ribbon Skirt – a Lena Hoschek Original

Lena Hoschek brought the ribbon skirt back into fashion in 2005. Patterns, embellishments, and especially ribbons –  anything beyond minimalism was quickly labeled kitsch by many two decades ago. But not for Lena, who saw these treasures as unique and bohemian, and carefully tucked them away in her drawers. Ribbons from Poland, Hungary, Peru, India, and France collected over time – all with the aim of one day making a culturally unifying appearance. That day arrived in the autumn of 2005 when Lena Hoschek’s first self-sewn ribbon skirt graced the shelves in Graz.

The very first ribbon skirts trace their origins back to a humble beginning – a sketch on a post-it note by a young Lena Hoschek, filled with her vision of the ribbon skirt. ‘In the early days, I crafted skirts of varying widths without the confines of a measurement chart, each one a unique masterpiece. I was constantly on the lookout for precious remnants from ribbon weavers in the Waldviertel and Bregenzer Wald regions,’ Lena fondly remembers.