Last night, Vienna once again affirmed its position on the international couture map as the Haute Couture Austria Award 2025 unfolded within the breathtaking surroundings of the HEIDI HORTEN COLLECTION museum. Now in its 22nd edition, the prestigious competition celebrated the extraordinary craftsmanship and creative diversity of Austria’s master tailors, presenting an impressive 45 submissions from across the country. Under the creative direction of Wolfgang Reichl and in cooperation with the Austrian Federal Guild of Fashion & Clothing Technology, the award continues to champion couture Made in Austria as a cultural statement rather than a fleeting trend.
A Dialogue Between Art and Fashion
For the third consecutive year, the theme was developed in close collaboration with the Heidi Horten Collection. Inspired by the museum’s current exhibition, “Die Linie” (The Line), the designers unveiled dramatic black-and-white, floor-length couture creations that paid homage to purity of form, architectural silhouettes and the poetry of the line. The campaign and lookbook were fronted by iconic best-ager model Milva Spina, whose timeless presence was captured by renowned fashion photographer Sigrid Mayer within the museum’s gallery spaces. As museum director Verena Kaspar-Eisert noted, the partnership goes far beyond a simple crossover: it is a platform where fashion becomes a true cultural response to art.
The Winners
Following the presentation of the Top 10 designs, the expert jury — comprising leading figures from art, culture, fashion, media and business — selected this year’s laureates:
1st Prize: Katharina Schönbauer-Manak
2nd Prize: Liane Scherz
3rd Prize: Karin Pfeifenberger
Their looks were elevated with exquisite high jewellery from Juwelier Heldwein, whose pieces added an extra layer of brilliance to the couture silhouettes.
Anna Znamensky with Sebastian Schröter. Image by ©HelmutTremml
Icon Award for Milva Spina
A highlight of the evening was the presentation of the Icon Award to Milva Spina (pictured on the left wearing the winning gown by designer Katharina Schönbauer-Manak), photographed by Sigrid Mayer). Celebrated for her striking silver hair and her advocacy of natural beauty beyond age stereotypes, the Italian-born model is a true role model for modern elegance. Having worked with brands such as Swarovski, Nescafé and Volkswagen, and featured in magazines including Elle and Cosmopolitan, Spina stands for diversity, strength and timeless style.
A Night of Notable Guests
The glittering guest list included entrepreneur and activist Heather Mills, actress Lilian Klebow, opera singer Zoryana Kushpler, DJane Tamara Mascara, pianist Donka Angatscheva, as well as leading models, cultural figures and fashion influencers — all lending further sparkle to a night dedicated to couture at its finest. With its seamless fusion of art, craftsmanship and contemporary vision, the Haute Couture Austria Award 2025 once more proved that Vienna is not merely preserving tradition, but shaping the future of European couture.
“As the initiator, my team and I are filled with immense pride and heartfelt gratitude that the Haute Couture Austria Awards have given couture design and bespoke tailoring such powerful visibility, establishing themselves as one of the country’s most renowned fashion competitions – especially for the art of classical tailoring. My special thanks also go to our partners and the campaign testimonials whose dedication has carried Fashion made in Austria far beyond our national borders,” said Reichl.
Thank you for Doris Pommerening at No Limits PR for having me at this wonderful, couture filled evening, just in time for the begin of Vienna's long awaited ball season.
From left to right: Giorgio Madia, musical and media legend Marika Lichter and initiator and host, Wolfgang Reichl.
From from left to right: philanthropist Heather Mills and TV host and presenter, Silvia Schneider.