Gabriele Hammerschick and Johann Maurer, both with Lodenfrey for 40 years, take care of dirndls and lederhosen. A conversation about trends, costs, no-gos and the unbroken fascination of this clothing.
You’re not wearing any. However, the colleagues around do. For some, the traditional costume is just clothing for special and specific occasions, for others their daily attire and for still others a completely unknown fashionable terrain. The two traditional costume experts from the Lodenfrey fashion house, Gabriele Hammerschick and Johann Maurer, can explain something about the Alpine clothing culture, its excesses and trends. Although in a world in which new dirndl designers and collections are presented every day and you can get plastic costumes at discount prices at the train station, you have to ask what the qualifications of a costume expert look like right from the start. With the two of them: they have each worked in this house for more than 40 years and wear traditional costumes.