After assisting Vivienne Westwood at her London studio, Lena Hoschek started her own label in 2006 at the age of 24. Her collections do not follow trends or the general conception of ‘cool’, they are simply a reflection of what has fascinated her since her childhood: the female ideal of the 40s and 50s, craftsmanship, high-end tailoring, traditional materials and patterns but also rock n’ roll and punk music, tattoos, bad guys and fast cars. Celebrating the erotics of the Pin-Up who didn’t take herself too seriously, her clothes are made for all the Sophia Lorens and Marilyns of today. Lena Hoschek’s collections take you back to times when women were real woman and men were real men.