Modebuch

Presenting the fleeting medium of fashion in a document for all eternity – a book – can only work as a snapshot. A lasting snap shot that is. Thus, these publications become the key to understanding the aesthetic imprint of an entire generation. With the book, an elegant leporello folded in a slipcase, which is limited to 1200 pieces and comprises 318 and digitally printed on continuous stationary, making it the first of its kind worldwide, brand unit has set an innovative monument to the Austrian fashion world.

Including the Most Beautiful Book of the World, gold at the CCA Award and twice silver from the Art Directors Club, which also nominated the book for the Europe-wide jury. In this country, the subject of fashion has long been treated in a rudimentary way, but with the Fashion Book we have closed this gap and processed the complexity of Austrian fashion design since the 1980s. And because fashion as a cultural phenomenon mirrors stylistic changes, we approached this matter through different styles in the design.

We have that network and with ‘Austrian Fashion Design’, brand unit was able to create, after the publication of the first fashion book, another standard work on Austrian fashion history. Following brand unit’s creative direction, Elfie Semotan and Jork Weismann produced outstanding editorials and more than 15 experts, gathered in the publication provide texts illuminating Austrian Fashion Design over a period of more than a century. Of course, both books were published internationally, but, as it is so often the case with the best things, the first fashion book is long out of print and a few of the second book can still be found, but only in hip bookshops in major cities.