Vienna's Trendy Seventh District

Vienna's creative hub, the Seventh District, is the place to go for one-of-a-kind, unusual fashion and more

VIENNA

The quiet, cobble-stoned streets of the Seventh District are home to Vienna's youngest fashion scene - in fact so young that many locals don't even know it exists. But that's about to change thanks to a neighbourhood-wide "Blog Party". On 25 June from 4pm, more than 30 shops in "Vienna 7" will collectively throw a massive shindig with art exhibitions, cocktails, live music and, of course, some of the most exclusive shopping in Vienna.

"This is the city's creative centre," says Sarah Prucha of 7tm, the organisation behind Blog Party and a key force in promoting the district. Over the past few years, dozens of small, independent designers have flocked to the neighbourhood, creating a vibrant, arty scene. The Seventh District's quirky shops sell everything from handmade purses to shoes and sunglasses and one store even sells a multi-functional dress that can be worn five ways. The majority of the boutiques are proudly owned by local designers and sell fair-trade creations that are 100% Viennese. The designers are often around to chat about their creations, ducking back to their workshops to catch up on sketching or sewing when business is slow.

Lena Hoschek (17 Gutenberggasse, www.lenahoschek.com), who once worked for Vivienne Westwood, creates girlie, frilly, floral 1950s-inspired dresses. Wiener Konfektion (20 Siebensterngasse, www.wienerkonfektion.at), specialises in comfortable and easy-to-wear clothing made by hand in a workshop in Vienna. And Tiberius (2 Lindengasse, www.tiberius.at) is a fetish shop turned racy fashion house specialising in black leather and latex wear. They even have their own line of perfume called Sex, which "smells like leather and strawberry", according to co-owner/designer Marcos Valenzuela.

Most of the items you'll find in the Seventh District are one-off pieces or only made in tiny quantities, so if you see something you can't possibly live without, be sure to snap it up quick. For more information, a map of Seventh District shops, or to book a personalised shopping tour, www.contact7tm.at

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