Backstage at Lena Hoschek in Berlin
Elvis in The Sound of Music – that would have been the most appropriate soundtrack for the presentation of Lena Hoschek’s spring 2010 collection during Berlin Fashion Week.
Lena very much knows where she wants to push her aesthetics. Which she also incarnates herself. And that’s a good thing. For credibility is definitely an asset in a time where customers are looking for reliable positions in fashion.
She has been pushing forward her label season after season since its launch in 2005. And somehow, you can really sense that she likes doing what she’s doing. Maybe Vivienne Westwood helped her shape such a positive vision when she worked for her in London. But maybe it’s just Lena herself…
Lena was lucky enough to show her collection on the catwalk the very first time Mrs We-love-to-read-you Suzy Menkes was in town – who did absolutely seem to like what she got to see.
and she saw that it was good...
All images by Michael Dürr.