Lena Hoschek – Welcome to Kitzbühel!
After the locations in Vienna and Graz, the Styrian-born and well-known designer is now opening a flagship store in Kitzbühel. Furnished in a nostalgic flair, loving details and lots of beautiful fashion. From prêt-à-porter collections, the traditional Lena Hoschek line to selected accessories, WOMAN will also find extraordinary evening gowns and limited editions. The new color and interior concept with opulent curtains and unique vintage furniture is something to be proud of!
Why a new store in Kitzbühel right now and how to reconcile everything as a strong career woman and mother of two children? Lena Hoschek has already been internationally successful for over 15 years and answered our questions despite the extensive opening.
Kitzbühel has always been a place where I have felt particularly at home. It fills me with special joy to open a store in Tyrol.
You founded your own fashion label 15 years ago. Do you have fond memories of the beginnings and what has changed significantly since then?
I remember the beginnings very fondly. My studio was then together with my store on 50 m² area and back then I also served my customers myself. The direct contact with the customers always held me back a bit in my work, but that's what I'm getting away from now. I got to talk to customers much more, could hear what they liked, what they didn't like... I miss that. Of course, I was also able to develop in a completely different way when I no longer had to stand in the store, because I could devote my full time and attention to building up the company.
After locations in Vienna and Graz, you have now opened a flagship store in Kitzbühel. Why Kitzbühel in particular?
An old friend of mine, Gregor Pirouzi, approached me with the idea and now we have a partnership in Kitzbühel. The location we wanted to have was then free by chance and so we took the opportunity right away and did not miss it.
How can we imagine the new store? What will we expect?
A completely new color and interior concept was created. Rich old pink on the walls and the opulent curtains, lovely elegant floral pattern wallpaper and really great vintage furniture. We wanted to create a particularly glamorous ambience. Carpeting in warm copper colors and eye-catching checkerboard look, as well as mosaic tiles in coordinated shades. The collections are presented on shimmering brass rods. The assortment in Kitzbühel is very large, with a strong focus on the prêt-à-porter collections. Some limited editions will be available exclusively in Kitzbühel. As in all our stores, customer service is written very BIG in Kitzbühel.
I design for women who dress beautifully primarily for themselves, but know exactly what impression they leave with it.