19 April 2025  Two of Austria's most prominent names in fashion—Lena Hoschek and Humanic—unveil their Spring/Summer 2025 collections with distinct trend perspectives that reveal the enduring creativity and resilience within the local style scene. While Lena Hoschek navigates challenging times in the independent fashion business, she returns with a collection full of vitality and color. Humanic, meanwhile, anchors its trend message in soft, elegant pastels that reflect contemporary lifestyle aesthetics in footwear and accessories. Lena Hoschek: Austrian Romance ReimaginedLena Hoschek, a name synonymous with feminine silhouettes and vintage-inspired tailoring, continues to define modern Austrian fashion. After an apprenticeship with iconic British designer Vivienne Westwood, Hoschek founded her eponymous label in 2005. Since then, she has garnered international attention for her reinterpretation of classic forms with a nostalgic yet modern twist. Despite the economic pressures affecting many independent labels, Lena Hoschek remains a vivid presence in Austria's creative landscape. Her latest collection, The New Romantic, showcases her hallmark blend of floral prints, romantic gingham patterns, and candy-colored tones. Described as a "sensual play of the senses," the collection invites wearers to use fashion as a canvas for joyful self-expression.One standout from the summery lineup is the knitted top Devon in the shade Ocean, which evokes memories of seaside holidays and retro beachwear. With its relaxed texture and coastal hue, it fits right into the emerging beach-inspired aesthetic this season. Humanic: Pastel Dreams and Casual EleganceHumanic, Austria's heritage footwear and accessories retailer with roots going back over 150 years, offers a trend-driven and accessible vision for the warm season. At recent press events attended by Fashion.at, Humanic introduced collaborations that blur the lines between fashion and footwear: a glamorous capsule collection with TV host Silvia Schneider featuring couture-inspired shoes (article), and a spotlight on new Austrian footwear talent like Tenhaag, whose designs embrace modern silhouettes with a fresh point of view (article).The current campaign theme "Verrückt nach zarten Tönen" (which translates to "Crazy About Delicate Tones") defines Humanic's SS25 aesthetic. The collection features soft pastels and shimmering materials that flow together to express a sense of airy ease. From elegant ballerinas and chic loafers in suede to laid-back sneakers in velvety textures, everything is awash in calming hues—light denim blue, blossoming pink, and radiant white with metallic accents. Key accessories further enhance the theme. A highlight is the breezy bast bag by Pat Calvin, whose woven texture recalls classic beach chairs and straw patio furniture. The textile ballerinas by Poé add a whisper of softness to any look, perfect for city strolls or coastal escapes. A Shared Vision of SummerBoth Lena Hoschek and Humanic converge on a central mood for Spring/Summer 2025: fashion as an escape into beauty, softness, and light. Whether through Hoschek's nostalgic femininity or Humanic's pastel minimalism, the collections offer a reminder that style can be both a comfort and an adventure.As Austria's fashion industry navigates shifting terrain, these two brands illustrate how heritage, innovation, and a sense of local identity continue to shape the trends of tomorrow. Image: The picture shows on the left the knit top 'Pride' in the color stripes 'Rainbow' and on the right the knit top 'Devon' in the color melange 'Ocean' from the Lena Hoschek Spring/Summer 2025 collection 'The New Romantic'. In the middle, the Poé ballerinas in beige and light blue and the Pat Calvin crossover bast bag, featured by Humanic. |