Label to watch: Etaro

Minimalist design from Austria: The young label Etaro is intended for "women who don't scream for attention with their style, but want to show off their distinct sense of fashion".
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A look from Etaro's current collection. ©Stefan Seelig

Many of Austria's young designers are throwing themselves into eveningwear, because it's not always easy to establish ready-to-wear by young designers in Vienna. Therefor it is more refreshing when new names from the domestic fashion scene successfully establish themselves. The label Etaro, founded in 2018, now seems to have succeeded in doing this. Since spring of this year, designer Julia Stricker's brand has even opened its own store in the seventh district of Vienna and is also attracting attention with its autumn collection.

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Contemporary and very sophisticated: The collection has a minimalistic approach. ©Stefan Seelig

"The collections should work in everyday life, at work and at leisure," says the designer about her aesthetics and defines her target group as follows: "Women who don't scream loudly for attention with their style, but want to show off their pronounced sense of fashion". This makes it quite clear what fashion lovers can expect here: simple office looks, cool trouser suits and comfortable knitwear - the new collection is characterised by a modern nonchalance and timeless refinement. "With its uncomplicated pieces, the Austrian label consciously opts for understatement. The focus is on selected and restrained luxury instead of short-lived trends or fast consumption," says the press release. A concept that will hopefully find many more followers.



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