Expose

TOWARDS A VIENNA FASHION MUSEUM *

All fashion designers try to capture the zeitgeist of their era to create from it an image of that time. (Lena Kvadrat)

VISION

Vienna is fashion again! With the Vienna Fashion Museum for research, education and archiving we want to create a space for contemporary Viennese fashion. Initiating the Vienna Fashion Museum (#vfm) we are at the beginning of a sustainable process that is being started by the compilation of a current collection that encompasses the past 20 years.

Every generation needs its heroes and an identity that can be enshrined in a museum. The street has become the new venue for fashion. The city needs success just as the Vienna fashion scene needs a habitat. Musealization creates something long-lasting.

The musealization of one’s fashion space enhances the appreciation and public perception of those who with their shops shape the face of a city. On the one hand, they give tourists the opportunity to take the spirit of this city back home and, on the other hand, they enable local consumers to proudly wear the production of the local fashion scene. Vienna can thus become a model for other cities to promote local fashion.

 

THINK GLOCAL !

A museum brings fashion forward into the future.

1. Milestone …
SELECTION OF COLLECTION OBJECTS

Together with the Vienna fashion community the first major collection is going to be compiled. Designers and customers are going to donate fashion products, photos, videos, documentation, printed matter. Thanks to the wealth of the material interdisciplinary teams will already be able to start working on cataloging the items. Based on a potential boot camp selected international curators will make the first spontaneous exhibitions and productions and present them to the public.

2. Milestone …
DONATION OF THE COLLECTION TO A VIENNESE MUSEUM

In a second step, the collected objects will be handed over to a museum in Vienna. In the form of a permanent exhibition or a pop-up museum the objects can be exhibited in different national and international venues.

3. Milestone …
INTERNATIONAL EXHIBITIONS IN VIENNA

International exhibitions need to be shown more frequently in Vienna. International labels, fashion trends and designers that have not only made a name for themselves as fashion labels, but have established themselves as cultural authorities.

4. Milestone …
VIENNA FASHION MUSEUM DIGITAL

Parallel to the musealization and internationalization of contemporary Viennese fashion a virtual fashion museum is going to be established. A virtual platform for the collection of contemporary Viennese fashion and project documentation (e.g. diary blog) are already being set up. Several domains have already been reserved.

5. Milestone …
FASHION OUTREACH

Outreach programs and the implementation of the educational mission through lectures, seminars and training workshops and traveling exhibitions at vocational schools and adult education centres in Vienna.

 

HOME STRETCH

Fashion from Vienna as a starting point. Raising awareness about how much fashion shapes and influences daily social interaction. Awareness with regard to gender equality, sustainability, ethics, etc.

Vienna as an international driving force through an interactive exchange between research and education, international co-operations and exhibitions, accompanied by the promotion of tourism in Vienna.

Like at the beginning of the 20th century with the reform dress Vienna can fulfill a pioneering role also at the beginning of the 21st century. Reflecting the phenomenon “fashion” through research and education, anchoring it anew in the collective consciousness and giving it the necessary space in the Viennese cultural life and society. This is our vision that we want to realize today, for the Vienna of tomorrow.

* Text/Concept: Lena Kvadrat, Marlen Meissnitzer, Cloed Baumgartner, Wolfgang Weitlaner