When the fashion world looks excitedly to Milan on February 27th, a very special hotspot in Vienna will become the center of the action: The Austrian Fashion Association (AFA) invites you to a joint livestream viewing of the Gucci Fall/Winter 26/27 show, as the Austrian fashion association announced on the social media platform Instagram on Wednesday.
The event is a milestone for the Austrian fashion scene: It is the first collection that Martin Niklas Wieser is involved in in his new role as Menswear Design Director at Gucci, as he confirmed to FashionUnited. The designer has no direct connection to why the event is taking place at the sausage stand, but he thinks it is a “nice gesture.”
High fashion meets Viennese street food
Instead of a sterile lounge, the Viennese creative scene meets at Hermann’s Würstelstand in the 7th district, which is located in the Wipark Garage car park. The campaign underlines support for the Austrian designer, who was already making international waves before joining Gucci, and follows a current trend of lifestream gatherings in the fashion scene, driven by French influencer Lyas, aka Elias Medini, with his ‘watch parties’ of the biggest fashion shows.
Wieser was already awarded the City of Vienna Fashion Prize in 2024 at the Austrian Fashion Awards organized by the fashion association. A year later, he also impressed in the Contemporary Sustainable Fashion category at the sustainably-oriented Munich Fashion Award.
According to his own information on the career network Linkedin, the designer completed his master’s degree in fashion/apparel design at the Berlin-Weissensee School of Art in 2012. He then worked for the designer brands Proenza Schouler and Nicolas Andreas Taralis and as a trend consultant for the Munich luxury online retailer Mytheresa in China, according to AFA. For the spring/summer 2023 season he brought back his eponymous brand, which now appears to be inactive again.
He has been in his new role at the Italian fashion house since September, where he works closely with Demna Gvasalia. It is also a debut for the Gucci creative director. After presenting his first collection with the short film ‘La Famiglia’ in September, the Georgian designer is now celebrating his first catwalk collection.
This post was created with the help of artificial intelligence.
