Working for the Austrian Broadcasting Corporation some 37 years ago, FLO’s proprietor INGRID RAAB was able to produce several movies surrounding the fashion-world. In locations such as Milano, London and Paris. During these productions she discovered some unique boutiques – trendy, stylish but nostalgic. Clothes for a time past, wearable and to be easily combined with contemporary fashion. She immediately was fascinated and inspired by such concepts, which led inevitably to the opening of her first store for nostalgic fashion – vintage in Vienna/Austria in 1978.
FLO Vintage – Nostalgic Fashion
Vienna’s incomparable heart of fashion since 1978: Clothing with history.
The term vintage originates from winemaking and means “an exceptionally fine wine”. The saying “the older, the better” says the truth about this vintage store.
“A lust for fashion means wearing it whenever the desire grabs you,” says shop owner Ingrid Raab. Aside from this, when you shop here you are not only investing in quality, you are investing in value: These unique pieces have monetary value.
It is not often that fashion journalists learn a thing or two about their own métier. But when you meet Ingrid Raab, owner of Vienna’s oldest and most prestigious vintage store, that is exactly what you can expect. Ingrid, who opened her first nostalgic fashion shop over 35 years ago, is an astounding expert on all matters of fashion history. Not only can she date clothing to within 5 years of its making, she has also actively shaped fashion history herself.
As a television journalist, she was on close terms with designers like Jean-Charles de Castelbajac, and her shop is a veritable treasure trove in itself. A rushed Stella McCartney shopped here, as well as Marc Jacobs’ trend scouts. Items are lovingly displayed and arranged by season; this stock of historic fashion is almost like in a museum.
One of Ingrid Raab’s many clothing sources is the US. She has imported countless pieces fashioned by her favorite designer, Rudi Gernreich (1922-1985), a visionary Austrian and a “pioneer of timeless design”. Gernreich was the inventor of the monokini, among many other unique designs.
When you shop at Flo Vintage, you don’t just buy something to wear – you buy history. (DIVA, April 2013)
We are looking forward to seeing you – here at FLO VINTAGE!
“A noble form of recycling” was owner Ingrid Raab’s reply when asked what Flo Vintage, her boutique in the Schleifmühlgasse, is all about. Mrs. Raab knows all of her clothing “personally” and should be credited as one of the people who started the vintage store movement in Vienna. Long before international celebrities like Julia Roberts and Reese Witherspoon started showing up at the Oscars wearing vintage fashion, Mrs. Raab understood that quality design was immune to aging.
Her large collection includes samples from fashion eras dating all the way back to the 19th century. With a background in television, Mrs. Raab has a long history of using clothes to create a certain feel; on account of her fashion knowledge she has made wardrobe decisions for various TV productions, as well as fashion shoots. It should come as no surprise that internationally renowned designers have taken inspiration from Raab’s exquisite collection.
Read the review on Shopikon: www.shopikon.com/s/vienna/flo-vintage