SAGAN Vienna about the creation of some­thing new from what is familiar

How to fashion

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

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