Austrianfashion.net
Homegrown Austrian fashion design has taken the centre stage of public interest in the last few years. Not just in Austria, but internationally, its high quality and diverse artistic approaches are appreciated and followed with great attention.
Austria
Email: info@austrianfashion.net
- Category: Fashion
- Periodicity: Weekly
- Language: Austrian / English
- Web: http://www.austrianfashion.net
Founded in 2004
At its beginning, there were six Austrian fashion designers who got together in 2004 to present their collections together in Paris, share the organisational work and make use of the synergies that arise from such an exchange.
With time, the communicatve element of this process and its influence on the further development of each one of them, suggested the idea to invite other designers to join the network
Exclusive Interview
Austrianfashion
What is your magazine about?
AUSTRIANFASHION.NET is a webmag dedicated to, surprising though this may be, all facets and aspects of Austrian fashion. It was started as an initiative by a group of Austrian fashion designers to give the Austrian fashion scene greater visibility and to assure in-depth coverage of one of the smaller and more avantgardistic fashion scenes in Europe.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
The magazine was launched by a group of Austrian fashion designers who also run their independent fashion and/or accessory labels, among them Claudia Rosa Lukas, Flor de Illusion, Florian Ladstätter, Eva Blut, Rosa Mosa... After the magazine was launched, joint efforts made it possible to build up a network of international contributors and a supporting editorial structure based in Vienna.
How do you produce one issue? How much time do you spend on it? How big is your team?
Since AUSTRIANFASHION.NET is a web-based magazine, we don't so much depend on publication dates and exact deadlines. We do try to achieve an increasingly regular publication rhythm, though, and try to come out with at least one more extensive editorial article per week. Besides that, of course, there is our vital "Daily News" section where we post information about fashion-related competitions, events, publications, exhibitions and so on, and which demands a great deal of constant work. Phew.
What have been the important steps in the life of your magazine?
Since AUSTRIANFASHION.NET is a web-based magazine, we don't so much depend on publication dates and exact deadlines. We do try to achieve an increasingly regular publication rhythm, though, and try to come out with at least one more extensive editorial article per week. Besides that, of course, there is our vital "Daily News" section where we post information about fashion-related competitions, events, publications, exhibitions and so on, and which demands a great deal of constant work. Phew.
Which are the key ingredients for the success of your magazine?
An inside view and knowledge and vivid understanding of the workings of fashion and the fashion industry. I mean, we are all really part of it.
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
Lack of money. More money. If you can call money a "thing", that is.
Where do you want the magazine to be in five years?
Still on the Internet, of course. With an international readership and a possibly bilingual version, catering to fashion specialists all over the world and contributing to the global reputation of Austrian fashion.
Tell us about your audience! Who are the readers of your magazine?
Everybody who cares about fashion and is eager to read about designers that don't appear in your usual glossy magazine (with the backbone of a corresponding advertising structure). Given its immediacy and pace, online publishing definitely has a great advantage in this respect.
Is remaining independent important to you? Is it part of the strategy?
Otherwise we would never have undertaken this venture. Being independent is what this magazine is all about, basically.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
Our relationship with advertisement: handle with care. Does it influence our content: the day someone tells us that this is their impression, we'll shut down!!!
What do you think of your issue 01, when you look back at it?
Without too much modesty: an ambitious, well-prepared magazine launch. Which even created some uproar in the Vienna fashion scene. What more could we have wanted? We've definitely become a lot more reflected and experienced in our editorial approach since then. But we did give our baby a good start into the world.
Magazine favorite(s) that inspired you in your career.
Any fashion organ that comes to your mind. Since there's so many of us, you can be pretty sure it's on the list. There's no publication that isn't apt to give someone some kind of inspiration.
Do you keep old copies of magazines? If so, what is your favorite in your collection?
Some of us do, others don't. Sometimes you get to the point where you have to decide: either I throw out some magazines, or I get rid of my something else. If only all magazines used as little space as the ones on the web.
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
Maniac possibly goes a bit too far. Let's leave it at reasonably addicted.
We are compiling answers from some of the most innovative magazine makers around the world today. Who else should we ask?
Give the pioneers of online publishing a thought or two. Besides that, no particular preferences.
Answered by Claudia Lukas (Project Manager)
Magazine: www.austrianfashion.net
Email: info@austrianfashion.net
Date: 31-01-2009
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