Fashion
Song Vanguard Fashion, Art and Design
photos ©Saba Song GmbH
Map
Opening Times
Tuesday to Saturday 10.00 am - 6.00 pm
Address
SONG
Praterstraße 11 – 13
1020 Vienna-district 2
.How to get there
Contact
A look through the window alone allows a deep insight into avant-gardist Myung-il Saba-Song. The clothes-racks are arranged orderly, revealing pieces by well- and lesser known designers. On and below the shelves, you'll find boots, bags and accessories of all kinds. Countless whimsical little details keep catching my attention, so much so that I couldn't even decide where to look first.
You really do feel the love for fashion, design and art from the very first moment. The lovely owner of Korean heritage, who's always had a thing for fashion and went on to study art, realized her dream in 1998 by opening her own store in Vienna's first. Her master's thesis was already dedicated to a kind of small deparment store named Song.
Vienna's first district seemed too established at some point, so in 2006 she decided to move to Praterstraße. At that time she was a pioneer for that move, the rest of the current creatives and restaurants came in the following years. While she is very happy about how things have evolved in this neighborhood, she sounds surprisingly modest and shy when it comes to herself and her store, even though she has already become a staple to Vienna's art and fashion scene.
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While roaming the racks, I noticed the label SONG that she hadn't even brought up. Only after my explicit inquiry did she admit, with a mischievous smile, that she and her nephew, a Vienna fashion graduate himself, have started their own line, designed and made in Austria.
Her concept store was designed by Georg Eichinger. A lot of it seems incidental, nothing is cluttered but clean and minimalist instead. Myung-il Saba-Song seems a bit incredulous to the fact that the public would react positively to her concept, explicitly, because in her eyes she's just sharing the things she likes. In the end, it really just is her own little department store that she once dreamt of.
A place where she gets to host gallery openings, present new fashion for men and women and exhibit art. Common ground: they're all hand-picked. Myung-il Saba-Song selects and leaves nothing to chance. Beyond that she does not ascribe to a fix concept but reserves a right to continue to do what she's been doing successfully for the past 20 years: prove her extraordinary sense for fashion, art and design and pioneer in all of it.
