AWARD-WINNING FASHION: THE WINNERS OF THE AUSTRIAN FASHION AWARDS 2024
Every year, the Austrian Fashion Association honours Austria's most promising designers and hidden gems in the fashion scene. Christina Seewald won this year's award in the category "Outstanding Artist Award for Experimental Fashion Design" with her eponymous label, while Martin Niklas Wieser received the "Fashion Award of the City of Vienna”. In a conversation with L’Officiel Austria, both share insights into their brands.
What does it mean to you to be awarded the Austrian Fashion Award in the category "Outstanding Artist Award for Experimental Fashion Design"?
It is a wonderful confirmation and gives me the freedom to continue experimenting and being creative in experimental knitwear. I think it's fantastic that such an award exists, and I hope that other talented artists will continue to have this opportunity despite the economic situation.
With which three words would you describe your creations?
Intuitive, bold, and subtle—through clothing, we play with contrasts and fine nuances, resulting in pieces that can be worn softly yet confidently.
Knitwear is a major focus at Christina Seewald. Why is knit so significant for you and the brand, and how are you revolutionizing its classic image?
Knit is central to me because it is so versatile and offers a unique blend of tradition and innovation. I see it as an opportunity to reinterpret artisanal techniques and combine them with modern cuts and textures. For the brand and me, knit means creating something timeless that is also experimental. We break away from traditional knit images by using unusual materials and bold designs.
In your collections, you consciously choose neutral color palettes. What is the reasoning behind this decision?
I believe I have a natural inclination towards neutral palettes—and so does the brand. For us, it's less about striking colors but rather about subtle nuances in patterns that create depth. These light shades are colors for me; they have a calming and timeless quality. Often, I am inspired by the color worlds of objects and structures with similar natural tones. This results in clothing that is enduring and transcends trends.
Your pieces have a gentle, almost ethereal quality. Where does your inspiration come from?
Each season inspires something new—of course, I draw heavily from everyday situations and clothing but also from objects, socially critical texts, films, or things that resonate with me on an intuitive level, like colors and textures found in food. These inspirations subtly flow into my work and are not always obvious. My goal is to create a soft, almost ethereal atmosphere that tells a story through fine details and nuances.
You describe Christina Seewald as representing the future of fashion. In what ways is the brand pioneering?
We want to show that fashion can be more than just clothing. For us, values like sustainability, inclusion, and timelessness are paramount. Our pieces emphasize high-quality European production to promote short transport routes and fair working conditions. By consciously focusing on timeless design, we create fashion that is not only current but also has longevity.
Your collections are already available internationally. In which cities would you like to see your pieces next?
We are already present in international markets—among others in cities like Los Angeles, Berlin, Tokyo, and Milan. In the future, we want to focus even more on Asia and America because we see significant potential for our brand there.
What does it personally mean to you to receive the Austrian Fashion Award in the category "Fashion Award of the City of Vienna"?
For me, receiving the "Fashion Award of the City of Vienna" represents great recognition of my work. It encourages me to continue being bold, trying new things, and questioning design boundaries.
In your creations, you deliberately value playing with conventions and norms while challenging them intentionally. Why is this approach important for you as a designer?
I want to encourage people—and myself—to question perspectives and adopt new viewpoints. By challenging conventions and norms, I aim to make fashion more vibrant and open to change.
How can one imagine the creation process of a collection at MARTIN NIKLAS WIESER?
The creation of a collection here is a very dialogue-oriented process. Much arises from conversations—whether within the team or exchanges with friends. These ideas then flow into the studio where the creative part begins. We experiment extensively with techniques such as dyeing, various coatings, and draping directly on the body to find the right shape. I particularly appreciate lively garments that exude dynamism and movement; fabrics play a central role since material itself can often be a significant source of inspiration for us.
Where do you draw your inspiration from?
My inspiration comes from many different sources—often everyday impressions or conversations spark a creative process. The exchange within my team and with friends plays an essential role because these dialogues lead to new perspectives and ideas. Materials inspire me greatly; often my creative process begins when I hold a specific fabric in my hands and let its structure or color influence me. Experimentation with forms and techniques—as well as art, architecture, and music—influence my work too; inspiration can be found everywhere—and often unexpectedly.
What is your current favourite piece from your collection?
My current favourite piece is an oversized double-breasted men's blazer. I particularly enjoy working with tailoring because so much happens within these garments' interiors; through artisanal details exciting unexpected shapes can develop.
Additionally, I'm fascinated by how strongly tailoring connects with certain role models & ideologies; addressing these themes anew offers ample room for creative exploration which particularly excites me.
What is your vision for MARTIN NIKLAS WIESER?
My vision for MARTIN NIKLAS WIESER is to expand our product range—especially towards shoes & bags.
There are so many exciting opportunities to explore these areas & integrate them into our design concept.
At the same time; I want to engage more broadly with people—be it through collaborations or dialogue within our community.
It's important for me that our brand continues evolving & remains vibrant by constantly drawing inspiration from new ideas & perspectives.
