AFA Showroom Fall-Winter 2024/25
AFA Showroom Fall-Winter 2024/25 with Berling Bucher, GÜÇ, and Jennifer Milleder
29 FEB 2024 – 03 MAR 2024
10 AM – 7 PM
TRANOÏ
Palais Brongniart
Booth number E24
Ground floor
16 Place de la Bourse
75002 Paris
The Austrian Fashion Association is enabling Berling Bucher, GÜÇ, and Jennifer Milleder to showcase their Fall-Winter 2024/25 collections during Fashion Week in Paris.
The three Austria-based labels will participate in the AFA Showroom, which will take place this season as part of the Tranoï fashion trade show, a key event in the international fashion industry calendar.
BERLING BUCHER, founded in 2023, is a fashion label that creatively deconstructs classic elegance and luxury conventions. Their timeless yet hyperreal style blurs the boundaries between the past, present, and future by combining historical visual elements with a minimalist contemporary approach. Typography-inspired lines define their minimalist yet playful aesthetic. In their first accessory line, characteristic slanted floor panels give the bags a sharp angle for immediate recognition.
The brand focuses on production through a vetted network of family-owned businesses in Poland, Austria, and Italy, ensuring authenticity and transparency through microchip authentication. With upcoming ready-to-wear collections and collaborative art projects, BERLING BUCHER presents a multidisciplinary vision of modern luxury.

The label Güç was launched in 2020 with the idea that a garment should adapt to the body of the wearer, rather than the other way around. Through the use of embellishments and other components (buttons, eyelets, or linings), additional functionality is incorporated into each garment, allowing it to adjust to the wearer. This not only fosters creativity with the piece but also provides the option to decide how it fits—whether the desired look is sexy, elegant, or comfortable. Every Güç design is made exclusively from natural fibers such as silk, cotton, and wool. Güç is designed and handmade in Paris and Vienna.

Jennifer Milleder, an Austrian fashion designer and stylist, combines wearability and art in her designs. Characterized by strong silhouettes and voluminous constructions, her garments are elegant, refined, and playful, created through experimental three-dimensional draping. Inspired by personal experiences and art, her collections shape an artificial world with embodied characters. Prints and geometric patterns contribute to the creation of surreal realities. A graduate of the University of Applied Arts in Vienna, under the guidance of prominent figures, Jennifer Milleder gained experience in 2019 at the studio of Iris van Herpen.
Fotocredits: GÜÇ, Tim Cavadini
