Fashion designer insolvent

Lena Hoschek: “This is hitting me hard!”

Born in Graz, she was only 24 when she founded her brand. Next year will be Lena Hoschek's 20th anniversary.(Bild: Alexander Tuma)

During the coronavirus crisis, she invested her entire personal fortune in the company. Her employees call her Hoschis. Now the well-known fashion designer Lena Hoschek (43) has had to file for insolvency. Here she talks for the first time about the reasons and how things will continue.

Music purrs softly from an original vintage radio. A dusky pink carpet, pastel-colored wallpaper with pomegranate motifs, an elegantly curved staircase connects the floors of the 300 square meter flagship store in Vienna's city center.