There are plenty of good reasons why Lena Hoschek called her new Autumn/Winter collection “Dollhouse”, dedicated to loud women and cheeky little misses in a carefree, colourful world full of fun and pink chewing gum bubbles. The designer took her inspiration from the glamorous, glittering pin-ups and showgirls of the 50s, the shimmering disco era of the 70s as well as the romantic kitsch & trash of the 80s and 90s. Lena’s Girls are therefore in illustrious company, from Jane Mansfield & Marilyn Monroe to Jane Fonda & Blondie to Courtney Love & Peggy Bundy.
Berlin, January 17 2017 – Under the slogan “Girls just wanna have fun!” And with a decent pinch of hedonism, a collection was created whose designs are primarily intended to be fun and signal both strength and sex appeal. For example, fur fabric in neon colours and soft bubble-gum pink have been turned into warm winter coats, the leopard print pattern has been dipped in candy colours, and glitter has been used everywhere, and blended perfectly – as if it had jumped right out of the 80s. Many of the wide-swinging dresses and skirts were made from cotton, jersey and lame. Each had a catchy name such as Confetti Dress and Candy Dress, exuding charm with the inclusion of sweet polka dots, little hearts and their custom made lipstick prints.
One look at the collection’s cuts and Lena Hoschek’s message becomes clear: Show us your curves!
Apart from the wide-swinging Fifties dresses with an emphasized waistband, the collection is filled with close-fitting “wiggle dresses” as previously worn by the occasional early Hollywood diva. This season, just as much attention is paid to playful frills and oversized meshes as to this entirely feminine silhouette. The floor-length, pink couture dress in silk, which resembled a Hubba Bubba explosion also appeared well packaged thanks to the large loop on the bodice. A slight hint of “like a virgin”, on the other hand, is suggested by the bridal gown strewn with embroidered hearts. To complete the girly look, the designer also created sexy glitter pumps, manufactured by a small Italian shoemaker.
Another highlight of the autumn/winter collection is a cooperation between Lena Hoschek and the Mickey Mouse creator Walt Disney. The Austrian designer has always adored the creator of Mickey Mouse, the ultimate icon of high spirits – because she, like many others, owes so many wonderful childhood memories to him.
Lena Hoschek’s favourite item of clothing is a Mickey Mouse T-shirt from the 80s, which her mother wore when she was pregnant with Lena. Ultimately, it was this top and her love of the cartoon classics that motivated the designer to create dresses, skirts and tops adorned with Mickey and friends.
“My aim in creating this collection was to set reason to one side and do things purely out of fun. It was important for me to focus on zest for life and to convey a sense of great optimism with my collection,” says the talented designer. Energy-laden girl power is also conveyed by the cheeky hussies of the late 70s, which defined the show’s playlist. For example, the models with black, chin-length wigs à la Crazy Horse and glittering lips strutted the runway to songs by Cindy Lauper, Kim Wilde and The Donnas.
In order for the explosion of colour to have a lasting effect, the fashion label also teamed up with the famous laundry detergent brand Perwoll to work on this collection, because from now on the “dirty laundry” is going to be done together! Whether it be wool, silk or classical cotton – the washing agent is an expert on a wide range of materials and colours, which makes garments look as good as new. In keeping with the idea of sustainability, Lena Hoschek wants to focus on the durability and correct care of garments with this cooperation. “I loathe the throwaway mentality, which is why, for me, looking after textiles properly is simply part of a sustainable lifestyle.”
Amongst the numerous guests at the show were long-standing admirers and friends, including the actress Verena Altenberger, host Johanna Klum, models Monica Ivancan, Fiona Erdamann and Mirja Dumont, pin-up Vanessa Frankenstein and Burlesque artiste Roxy Diamond.