This was the title of the campaign shoot for the 15th MQ VIENNA FASHIONWEEK last week, which will take place from September 11th to 16th in the Museumsquartier in Vienna. At the beginning of September it’s that time again: the VIENNA FASHION WEEK celebrates its 15th anniversary and heralds autumn fashion in Vienna again at the beginning of September.
This year’s campaign shoot was perfectly staged by Mato Johannik / Studio Mato. Mato is a graduate of the renowned Brooks Institute for Photography in Santa Barbara. Early in his career, he created a body of work that anticipated the fast-paced aesthetic of social media. His incomparable ability to capture his motifs with intimate nonchalance and immediacy gives Mato’s pictures a true-to-life character that bears his unmistakable style.
“The insight into the creative process of fashion presentation is the theme of this year’s VIENNA FASHION WEEK photo campaign,” says Mato Johannik, “creative collaboration, often at odds with ideas and design, unfolds its expression in intimate moments and iconic imagery. Vision and realization unite in the mystical space of the backstage and finally culminating on the catwalk, intoxicated with adrenaline and triumph.”
The organizers Elvyra Geyer, Zigi Mueller-Matyas and Maria Oberfrank are also happy about the cooperation: “This year the MQ VIENNA FASHION WEEK is taking place for the 15th time in a row in the MuseumsQuartier Wien and has fully established itself as a platform for national and international design . We have asked Mato for the 3rd time – after 2012 and 2017 – to create a subject for our anniversary and are delighted with the result. We would like to thank all the designers who have been with us for so long and also everyone involved who supported us with this shoot.”