1. Who are you?
I’m sandra thaler fashion designer and managing director of the viennese fashionlabel elfenkleid. me and my partner annette prechtl build up the label elfenkleid since 2001.

2. What do you like about what you do?
Designdevelopment, management, production, etc – I love the diversification of my daily business. For me it’s fascinating to build up a label, it’s a big challenge, which I love to meet everyday anew, with all up and downs.

3. What don’t you like about what you do?
Although I like the diversification, I sometimes wish to have more time and more capacity for the realisation of our multifaceted ideas.

4. Please tell us about your label ‘Elfenkleid’ and your aims?
the fashion label elfenkleid is located in vienna and has been active for the last eight years. 2003 we opened our own shop in the fourth district and 2007 we decided to go international with our brand.
but we also wanted to extend our label with an couture collection. so we created the ‘black & white edition’. This collection includes wedding gowns and dresses for a special occasion. flowing, sumptuous materials and artful details grace these unique pieces, distinguished by their elegant and timeless forms. we hope to place this collection on the international market as good as on the national.

5. Are you working with blogs and if yes, what is your favourite blog?
Sure, we are working with blogs – it is really interesting and it is wonderful if you see that people are so interested in fashion. We don’t have a favourite blog cause there are too many good blogs to have one favourite.

6. Your experiences with the fashion industry?
The fashion industry is a hard business. It is so overloaded that you really have to find a niche where you can place your label.