Vienna STYLE Walk

Austrians are known for their culture, but not for their culture in fashion and style. Even though they lost a war because they were more concerned with the style of their uniforms than with the functionality of their weapons. So maybe there's something to discover after all? Maybe even something that's future-proof AND stylish?

Join Martina, Eugene, and Lou-Anne in the footsteps of tradition and the future:

Martina hiked over 2,000km across Europe in search of sustainable, stylish fashion, for her Walk4future campaign. She also discovered some hidden gems in Vienna. Her daughter Lou-Anne beat her in the 17th season of Germany's Next Top Model in 2022, taking home the victory. She is known for her modern, refined sense of style. Eugene knows the best routes through the city and the many stories surrounding Viennese clothing.

Together we'll uncover the little less-known treasures, chat with the owners, and perhaps even find a special piece or two. Martina and Eugene, two Viennese walking campaigners, met in... Poland, at the Urban Future smart city conference in Lodz, in Summer 2025. But Lou-Anne first met Eugene in July, on a gender city-planning tour, with cool pioneer Eva Kail.

Among the questions we might explore:

Is there such a thing as Wien fashion?

Was Krocha the last truly important trend born in Vienna?

Classic vs cool? Which is better...

Where do the most stylish people in Vienna meet up, to see and be seen?

Who are Lou-Anne & Martina's style icons, in Ö or the world?

How did it feel to be on GNTM?

Fast fashion or.... FKK?

Eugene was young and trying to be cool in the 1980s, and has many embarrassing photos from that time. Which trends from 2025 should we avoid - because they will not look good in future?