Currently when I am in public wandering round the streets or being on the way to a meeting or a dinner I find myself being observed by people crossing my way in a very strange manner. The minute people look at me the weird way they do I am wondering if there is something wrong with my face or my outfit and then the next second I find myself realizing I am still in Vienna and we all know – Vienna is in no way ‘Fashion Forward’ even though a lot of Austrian designers, some of which are bad, some of which are extraordinarily good, some of which are truly irrelevant; and fashion bloggers who find themselves being so incredibly important in this fucked up country, try to turn it around by saying ‘Vienna is on the way to becoming a fashion city.’
There I find myself saying, ‘NO. It definitely isn’t!’ Just because a city has stores like Prada, Louis Vuitton, Burberry and Giorgio Armani, it doesn’t become fashionably. Having shops like that is called economy. Just because a city all of a sudden has the idea of hosting its own fashion week, it doesn’t become a fashion metropolis. If you have ever visited the Vienna Fashion Week you’ll realize that it’s called embarrassing. Embarrassing because all of a sudden all bloggers become fashion bloggers just because they post pictures of their stupid outfits because they don’t have anything important to say.
Embarrassing because all these bloggers suddenly become journalists and demand accreditation because they are so important.
Embarrassing because Vienna’s elite of Z-list celebrities all of a sudden decide they are oh so A-list that they have to be photographed at the VFW just because they will then be in shiny magazines where everyone can see their fabulousness.
None of these people really have an understanding for fashion or a sense for style. Fashion and its history always vanishes at celebrations like these in Vienna – just to make space for people who are full of themselves showing off what they do not have — class, style and elegance. That is the main problem of Vienna’s society and the reason it will never turn to a fashion city, fashion metropolis or capital of fashion. Because people here just do not have class. They do not have an understanding for the changes fashion has been through and its history. Fashion is far more than going to a store being able to purchase a €3.400 Burberry trench coat. It is far more than going to Zara and getting yourself an outfit you can post about the next day. Fashion is knowledge. Knowledge of its dimensions — its reach, its history, its global impacts, its designers, its collaborations, its cultural impacts, its influences, its politics, its development.
To me it is rather ridiculous to post an outfit on one’s blog calling themselves journalists or fashion bloggers because there is nothing connected to the meaning and understanding of ‘fashion’ at all. All there really is, is lack of attention that needs to be compensated. And that is what Vienna’s Z-listers and ‘fashion’ bloggers who only post about their outfits really do for a living.
To be continued…
(…because I have a lot more to add!)
P.S.: I know the way I wrote this is very open and yes I do know that a lot of people may be personally attacked with this but that is what I intended to do. Since no one seems to be honest anymore it is about time someone is. And that one seems to be me. I very well know that I am not perfect and that I still have a lot to learn fashion wise but I honestly dare to say I know way more about fashion, its history, its impacts and influences than those wannabe fashionistas.