Liquid Frontiers

In contrast with more conventional fashion projects, the aim of the “Vienna Fashion Observatory” is not to promote individual designers or their products but rather to offer portraits of how individuals use fashion as a way of expressing their own, personal approach to style. 

This special focus and applied methodology allow the exhibition not only to engage with less academic approaches to fashion sociology and urbanistics but also to communicate a new image of Vienna which goes beyond the city’s traditional public face. To this end, “The Vienna Fashion Observatory” examines each of Vienna’s 23 districts at all hours of day and night, shedding light on both fashion and its social context.

25 selected Austrian and international bloggers, photographers, fashion designers and artists with a variety of backgrounds and artistic approaches play the role of exemplary observers bound by their shared interest in fashion and the city. 

The uniformity of the task and form of presentation ensure that we can clearly see the “fine differences” (Pierre Bourdieu) between both the approaches and the results of these observers.