SAGAN Vienna about the creation of something new from what is familiar
HOW TO FASHION is a project by the Austrian Fashion Association in cooperation with the Wirtschaftsagentur Vienna.
In the tenth episode of the video series HOW TO FASHION, Tanja Bradaric and Taro Ohmae, the two minds behind the handbag and accessories label SAGAN Vienna, discuss quiet luxury goods, finding inspiration in the immediate surroundings, and how to create something entirely new from what is already familiar.
The Croatian-born Tanja Bradaric and the Japanese-born Taro Ohmae met during their fashion design studies in Vienna, where they blended their respective cultural backgrounds into a unique design language under Austrian influence. This results in bags, small leather goods, and accessories that are “familiar done differently” — familiar yet distinct, always of the highest quality.
Their focus on traditional craftsmanship, paired with a sensitivity to materiality, locality, and cultural content, consistently brings SAGAN Vienna into collaborations with design-conscious partners who are not necessarily from the fashion world. This is exactly what makes the resulting products so interesting.
Credits
Producer
Austrian Fashion Association
Executive Producer
Camille Boyer / AFA
Director
Jakob Kubizek / Jenseide
Interview & Coordination
Stephanie Rugel / AFA
Camera
Robert Oberzaucher / Jenseide
Production
Sound Design
Martin Mitterstieler
Graphic Design
Additional Footage:
SAGAN Vienna



Sagan Vienna & AFA
Grants & awards
Wien Product Accessories Award
2014
AFA support international focus
2014
Further content
recommended