Modern Fairies on an Expansion Course
Sandra Thaler and Annette Prechtl have been designing understated and romantic women’s fashion for 15 years under the label Elfenkleid. The designers opened their first shop in Vienna, near the Naschmarkt, in 2003. Eight employees now work at this location. In 2013, they took a big step by expanding into Munich. They described what Elfenkleid is all about and shared tips for those just starting out.
What is so special about fashion by “Elfenkleid”?
We focus on simple, clean design that is comfortable to wear and not trendy. We design soft, flowing dresses that combine modern with romantic. We want our customers to be comfortable and not feeling like they are wearing a costume. And we only work with the highest quality materials, which are very comfortable to wear.
One of your main strengths is wedding gowns. How did you get the idea for that?
It’s more like the idea found us. More and more women came to us requesting simple, romantic wedding gowns. We decided to design our first wedding gown collection. It was so well received that we now offer it as an addition to our “Ready to Wear” collection.