At the young age of 24, Lena founded her own fashion line. From the beginning, the designer has remained true to herself – since then, she has come to represent the nostalgic return to traditional craftsmanship, feminine silhouettes, and high-quality materials, produced sustainably in Europe by hand-selected manufacturers. Her unmistakable signature is now recognized across borders as an established trademark. As a child, Lena loved drawing fashion sketches, sewing enchanting dresses out of socks for her dolls.
The success story began in a 50 square meter Renaissance vault in downtown Graz which served as her first atelier.
Lena remembers exactly the first piece that crossed the work bench – the now well-known ribbon skirt, whose manufacturing process the designer perfected with skilled craftsmanship and an extraordinary understanding of the feminine silhouette. Since then, has achieved cult status and is a beloved collector’s piece for Lena Hoschek fans.
15 years later, it is unsurprising that the dressmaker decided to return to her roots, naming her characteristic ribbons as the protagonists of her anniversary Artisan Partisan collection. She has never regretted her decision to go against the grain and create designs that show off the female figure rather than concealing it, all the while sustainably producing high-quality fashion.
The daily encouragement she receives from her clients motivates the designer to hold tight to her vision of the preservation of traditional tailoring methods, the survival of Europe’s old textile industry, and social responsibility in the fashion industry.
On the occasion of the 15th anniversary, everyone in the company had the chance to ask Lena Hoschek the things they'd always wanted to know about her. The designer answers these exciting questions with a wink in her usual friendly manner.
In the following video, you can see the best-of questions and answers:
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