A Viennese Wardrobe. Created by Arthur Arbesser, photographed by Elfie Semotan
11.10.2018
WienTourismus and Leopold Museum open special exhibition
For the finale of the anniversary year dedicated to Viennese Modernism, the Leopold Museum and the Vienna Tourist Board WienTourismus are presenting the exhibition “A Viennese Wardrobe” created by Arthur Arbesser and photographed by Elfie Semotan. In the spring of 2018, Arbesser’s special collection and Semotan’s pictures, together with original photographs by “Madame d’Ora”, were shown as part of a campaign launched by WienTourismus, which was presented from the runways of Milan Fashion Week to the Galeries Lafayette in Paris.
On the invitation of WienTourismus, the Viennese fashion designer and creative director of the Italian label “Fay” Arthur Arbesser created a special collection inspired by Viennese Modernism using fabrics from the textile factory Backhausen. His designs, worn by the top models Cordula Reyer and Helena Severin, were then photographed by Elfie Semotan. Highlights from the collection were first presented back in February at Milan Fashion Week. This multi-layered campaign by WienTourismus, which included out-of-home advertising in Milan and Paris as well as fashion photographs by “Madame d’Ora”, received no less than five prizes at last May’s Creative Club Austria Awards.
Following the catwalks of Milan Fashion Week and the Galeries Lafayette in Paris, where the collection attracted much attention, the campaign’s last stop is Vienna, where this successful cooperation will be presented to Austrian audiences until the end of October. The exhibition “A Viennese Wardrobe”, which shows Arbesser’s capsule collection and Semotan’s photographs, was opened on 3rd October in the atrium of the Leopold Museum. Director of WienTourismus Norbert Kettner: “Owing to the overwhelmingly positive response to this campaign, we have decided to bring it home. There is no better stage for it than the Leopold Museum, whose extraordinary exhibition ‘Make Me Beautiful, Madame d'Ora!’ is entering into its final stage at the same time. I would like to extend my heartfelt thanks to the Leopold Museum and to everyone involved with the campaign, and wish visitors an exciting exhibition!”
“In his capsule collection, the eminent designer Arthur Arbesser has infused the vocabulary of forms of Jugendstil with contemporary elements. Elfie Semotan’s sensitive photographic stagings brilliantly capture the understated and elegant designs, and fascinate beholders with their poetry, charged atmosphere and suggestive power. Through the photographic presentation ‘A Viennese Wardrobe’, which is embedded into the exhibitions on the artist of the century Gustav Klimt, the extraordinary pioneer of photography ‘Madame d’Ora’ and the unconventional photographer Moriz Nähr, the Leopold Museum remains true to this year’s emphasis on Viennese Modernism also in the second half of the anniversary year,” according to Hans-Peter Wipplinger, the Director of the Leopold Museum.
The exhibition “A Viennese Wardrobe. Created by Arthur Arbesser, photographed by Elfie Semotan” is on display until the 4th of November at the Leopold Museum.
Link to photographs from the opening
Information on the campaign of WienTourismus with Arthur Arbesser and Elfie Semotan: www.modernism.vienna.info
Information:
Walter Straßer | Andrea Zefferer
Corporate Public Relations | WienTourismus
Tel.: +43-1-211 14-111 bzw. -116
walter.strasser@vienna.info | andrea.zefferer@vienna.info
Klaus Pokorny | Veronika Werkner
Presse/Public Relations | Leopold Museum
Tel.: +43-1-525 70-1507 bzw. -1541
presse@leopoldmuseum.org
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