The Ready Launch AUSTRIA
by Andrea Schrammel
Alexander BernoldThe jewelry and fashion show | The Ready Launch AUSTRIA has left a deep impression. The models of Austrian jewelry designer Oliver Weber were the first to walk the runway, wearing high-quality crystal fashion jewelry and other accessories, such as stylish sunglasses and fantastic bags. The internationally renowned Austrian fashion designer Edith A’ Gay then presented her newest collection, entitled re:vision fall winter 2011, catwalk by READY LAUNCH 2011.
Edith’s fashion style can be characterized by simple cuts, bright colors, and elegant patterns on rough silk. The audience’s attention was particularly seized by the floating and translucent fabrics used in her collection. The show ended with a video performance and the moving sound designs of the Austrian DJ and top model Mia Legenstein. The brand name Oliver Weber is the creation of a former international sports star who became a fashion jewelry entrepreneur. Weber began skiing at the very young age of three and studied at the famous Ski High School Stams in Tyrol.
He qualified for the U.S. and Japanese tour, where he became the youngest tournament winner at the time. At the age of twenty-seven, he turned his back on professional skiing; he attended university and joined Swarovski, the world’s leading producer of sharp-cut crystal. Three years later, he founded the company Westa in cooperation with Alexander Stabinger. Growth has been rapid, and Oliver Weber has become a much sought-after brand in more than 60 countries around the world. Edith A'Gay is an Austrian-Hungarian fashion designer based in Vienna. In 1997, she graduated from the Vienna Academy of Applied Arts with a degree in fashion design. Among her professors were Marc Bohan, Helmut Lang, and Jean-Charles de Castelbajac.
Having participated in over 50 international fashion shows and projects, Edith A'Gay has also been working on her own creations since 1997. The label Edith A’Gay was founded in 1998 and was granted its own showroom in Vienna in 2008. The premises, which are located in the 7th district in Vienna (Zieglergasse 81), serve both as a creative studio as well as a place of distribution of the label. Mia Legenstein is known for her bass-heavy minimal beats combined with charming electronic sounds. Mia captures the eyes and ears of her audience performing on stage in clubs, at festivals, theatres, exhibition openings, fashion shows, and art auctions. Under the stage name LegéNi, she has frequently performed with her collaborator Tina Nirtl, and has managed to create her own style of sound poetry.
After finishing her classical training in the flute, percussion, vocal performance and harmony, she attended the course Electronic Music Producer at the Vienna School of Audio Engineering (SAE) in 2006. Mia is currently studying music at the University of Vienna and the Sorbonne in Paris. She also teaches acoustic poetry at the Vienna Poetry Academy. Andrea Schrammel is the Director of the Cultural Forum, Embassy of Austria, Washington, D.C.