Der Standard / RONDO Discussion Series

A major premiere is happening at the MuseumsQuartier Wien this June. For the first time, the resident cultural institutions will be joining forces to focus on a common theme: the MQ Summer of Fashion. The result of the collaboration is a richly varied, three-month program with shows, exhibitions, workshops, performances, discussions, presentations, and guided tours exploring fashion and art.

This summer at the MuseumsQuartier Wien, the emphasis will be on fashion as an experience and on making us aware of its close connection with art while promoting active exchange between the two creative disciplines. Numerous creatives from Austria and other countries as well as a number of well-known institutions will be dedicated to this goal. The fashion focus will kick off with a big celebration on June 14. Throughout the summer until the finale coinciding with the MQ VIENNA FASHION WEEK from September 12 to 16, visitors will have a wide range of programs to choose from. A catwalk in the MQ courtyards designed by the architectural team PPAG will serve as a structural element uniting the various events.

In a two-part series experts such as Designer Michael Michalsky, Fashion Director of Brigitte Anne Petersen and NJAL Founder Stefan Siegel discuss the future of fashion locations and fashion as a symbol of adaption and resistance.

Fashion sales on the Internet are growing at record rates. Fashion bloggers go to fashion shows and upload images and commentary to the Web on the spot. Leading fashion houses are taking the leap and broadcasting their shows via Livestream. Has fashion moved to cyberspace? Experts discuss the future of locations and fashion clouds, the sensory joys of shopping, and new, mousebased shopping practices.