spring summer 2011

lena hoschek

austrian designer lena hoschek‘s spring summer 2011 collection

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.

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gap spring summer 2011

hey, GAP. i hate that you guys didn’t have any of this rad stuff when i was in paris. you suck. okay no, you don’t. but please come to south africa – we’re having spring slash summer right now! i could really do with all of this.

i’m vaguely aware that in the US gap isn’t considered the most stylish of brands (correct me if i’m wrong), but when i lived in london i absolutely loved it, and was in and out of there all the time (with shopping bags, of course.) do the european stores have different desgners / stock, i wonder?

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