after assisting vivienne westwood at her london studio, lena hoschek started her own label in 2006 at the age of 24. her collections do not follow trends or the general conception of ‘cool’, they are simply a reflection of what has fascinated her since her childhood: the female ideal of the 40s and 50s, craftsmanship, high-end tailoring, traditional materials and patterns but also rock n’ roll and punk music, tattoos, bad guys and fast cars.
images from life magazine, taken in the mid to late 1940’s by nina leen. not much has changed.
“teenage girl wearing blue jeans and large checkered shirt which is usual after-school costume. 1944″
nice collection of oldies by aroid