AFA Windows Takeover

As part of the AFA Windows Takeover, two photographs by Elif Gündüz, created in collaboration with fashion designer Alara Koçman, will be on view in the window display of the Austrian Fashion Association from 30 September.

The images are part of a series that showcases Koçman’s collection Girls Just Wanna Have Fun and explores girlhood as a space for experimentation and self-expression. At its centre is a playful approach to fashion as a way of discovering different facets of one’s identity.

Set within the intimacy of a bedroom, the models move freely among garments and objects, combining, layering and styling themselves in a playful way. Borrowed clothes, improvised styling and spontaneous gestures reflect how young girls use fashion to explore different versions of themselves.

Rather than focusing on a fixed identity, the images explore the process of becoming. The room becomes a walk-in wardrobe and playground – a temporary space where curiosity, uncertainty, performance and self-expression coexist. Balancing playfulness and introspection, the images capture the transitional nature of girlhood, bringing together moments that feel both personal and universal.

Elif Gündüz is a multidisciplinary artist, fashion photographer and creative director. Her work spans photography, video, creative direction and digital media, as well as projects in installation, exhibition design and stage design.

On view until the end of November

Austrian Fashion Association
Window Display
Lindengasse 27, 1070 Vienna

This project is made possible by the Vienna Business Agency. A fund of the City of Vienna.