Daily Inspirato Goes to Vienna, Austria
“I thought Vienna was going to be very different’
Maddison McKinley in Vienna, Austria for the Seeking Inspirato series. Pictured here in front of the Schmetterlinghaus, or butterfly house. Photo: @shootingstarsvienna
Exterior photo of the Palmenhaus Schönbrunn in Vienna, Austria. Photo: Maddison McKinley
Vienna in May
This past May I visited Vienna while on an annual vacation with my dad.
About a month before our vacation, I found myself curious to know how the Viennese women dressed.
After all, what do people wear who enjoy fine dining, decadent pastries, champagne and the Opera?
That’s when I began scrolling through hashtags like #ViennaStyle and #AustriaStyle on Instagram and found women who I instantly wanted to feature on Daily Inspirato.
I set up interviews with them, hired a photographer, and the rest is detailed in these articles.
Lilies inside the Palmenhaus Schönbrunn. Photo: Maddison McKinley
Pre-trip Judgements vs. Reality
Based on my research, my pre-trip judgments were that Vienna style would be elegant and sophisticated.
What I found instead was a culture sustaining a major style transformation right now.
Interior photo of the Palmenhaus Schönbrunn in Vienna, Austria. Photo: Maddison McKinley
Decades of Conservative Dress is Being Disrupted.
What we see unravelling now are new styles influenced by nearby countries such as Ukraine, Hungary and Italy.
This is what I learned during the course of speaking with three Viennese women: Myung-il, Karin, and Sofi. Myung-il and Karin are both shop owners in Vienna while Sofi is the Digital and Social Media Editor for fashion magazine, L'Officiel Austria.
Come on a journey with me as I delve into their relationships with style and discover how these women are leaving their mark on the Vienna fashion culture.
Meet the Women Behind Vienna’s Seeking Inspirato
Karin Kasaj
Karin Kasaj outside one of her four stores throughout Vienna.
Sofi Grytsan
Sofi Grytsan sitting in a Viennese cafe.
Myung-il
Myung-il walking down the same street her shop, Song, is on.
Lasting Impressions
Their interviews are coming soon, but in the meantime, I’ll leave you with some thoughts that I haven’t been able to shake since I left Vienna.
Maddison interviewing Karin Kasaj outside in a cafe. Photo: @terrakopova
Vienna is Pristine
During World War II, 20% of Vienna was bombed. This meant that many buildings underwent intense restoration or were completely rebuilt.
The result? The buildings in the city center are in immaculate condition. (source: Wiki)
Interior of the Österreichische Nationalbibliothek, or Austrian National Library. Photo: Maddison McKinley
Horse and carriage riding through the Schönbrunn Palace grounds. Photo: Maddison McKinley
Blooming floral shop in downtown Vienna. Photo: Maddison McKinley
Vienna is Calm and Conservative
Everyone speaks softly. I saw very few “characters” who were striving to stand out, whether that be in personality or in style.
Calm, train station in Vienna, Austria. Photo: Maddison McKinley
World War II is Still Very Much Alive
There are six Flak towers in Vienna, one of which is right in the city center. There is a very prominent Soviet monument where you can find fresh flowers placed on it daily (which makes me wonder, “by whom”?). The permanent WWII structures serve as a constant reminder of more difficult times.
Soviet War Memorial, known formally as Heldendenkmal der Roten Armee. You can find fresh flowers placed on it daily. Photo by Maddison McKinley.
1 of 2 Flak towers near Prater park in Vienna, Austria. Photo: Maddison McKinley
The Coffee and Pastries Were 10/10
The coffee and pastry shop scene were thoroughly satisfying.
Fresh donuts right off the frier at Prater Park in Vienna, Austria. Animation: Maddison McKinley
Interior of an Aida, a chain pastry shop in Vienna. Photo: Maddison McKinley