Birgit Haindl’s shop, Glamourous, stands as a nostalgic tribute to the vibrant fashion of the 1970s, reflecting her personal journey and the community around her.
In the heart of Vienna, Birgit Haindl operates her vintage fashion establishment known as “Glamourous,” located on Gumpendorfer Street in the city’s 6th district. The shop, which has become a nostalgic homage to the vibrant fashion of the 1970s, stands as a personal and cultural milestone for Haindl, who took over the business from her parents in the 1980s after they established it in 1956.
Haindl’s recollections of growing up in the area paint a vivid picture of a community united by shared experiences. She recalls, “Around the corner in Esterházygasse, where I grew up at number 15 A, everyone had a beige VW Beetle. When they were snowed in, the street looked like a series of white hoods.” These memories are intertwined with her formative years and the evolution of her family’s fashion shop, where the character of the business has remained consistent even as its offerings have changed.
The shop is decorated with vintage items that reflect Haindl’s own love for the 1970s. As a child, she was captivated by the fashion trends of the time, often accompanying her mother to fashion shows. She describes her own personal style from that era fondly, recalling a standout pair of bright green bell-bottoms made specially for her. “The bells couldn’t be wide enough,” she reminisces. However, after one wash, they shrunk, a bittersweet memory that underscores the passage of time.
Haindl’s passion for music also flourished during her youth, notably with her first cassette recorder gifted to her in 1971. She would secretly record her favorite songs from the radio, including the Scottish hard rock band Nazareth’s cover of Joni Mitchell’s “This Flight Tonight,” which she describes as “the song of my life!” The influence of music on her creative spirit is evident, as she even incorporated the title into her shop display.
Despite academic pursuits in English and German philology, she prioritized managing the family business after the unexpected loss of her father. Following her mother’s passing, Haindl found solace in her work, stating, “So now I’m only doing what I love!”
In the 1990s, she ventured to London, where she sourced vintage clothing that would resonate with the fashions of the 70s. Flying back with an assortment of overalls, shirts, and platform shoes, she catered to Vienna’s nightlife, ensuring that her collection reflected the energy of the era. Haindl established a rental service for outfits after finding some customers only wore her pieces once.
However, the impact of the COVID-19 pandemic has significantly altered her business landscape. The vibrant club culture she once supplied has diminished, with former patrons expressing indifference or opting for quieter leisure activities at home. “Corona has wiped out the party community,” she observes, citing an overall decline in engagement among both older and younger generations.
Presently, “Glamourous” operates as a private museum, open to the public only once a week for a few hours. Haindl showcases her meticulously organized collection, likening it to a treasured archive of her past rather than a commercial enterprise. “In reality, this is my museum,” she explains, highlighting her preference for preserving the 70s aesthetic rather than renting out her beloved pieces.
For Haindl, visiting her shop offers a refuge from daily life, allowing her to connect with her passions and the nostalgia of a bygone era. As she reflects on the changes that have swept through her business and the broader cultural landscape, her commitment to celebrating the vibrancy of the 1970s remains steadfast.
Source: Noah Wire Services
