Karen Radley talks to Vera Fritsch, Beyond by Vera
“That is when I knew that I wanted to work with artisans and create.”
Beyond by Vera was created by Austrian designer Vera Fritsch to combine her twin loves of travel and storytelling. With each collection, Vera invites you on a journey through time and distant lands with her original, hand-drawn prints.
Where do you live Vera?
I see myself as a global citizen. I was born and raised in a beautiful small town in the Austrian mountains and studied in Italy, France, Sweden and the UK before I started my adventure in India. I now live between Austria and India but travel extensively throughout the year – I am living my dream.
What was your first job? How did you start your career in fashion?
After I graduated from Uppsala University in Sweden, I started my career at a diplomatic mission in New Delhi – that was about 15 years ago and I never looked back. I have always been an adventurer at heart and was therefore very excited about this opportunity. I dove into India’s fascinating culture and learned so much about its history and people. I used any chance I could get to travel the country, to learn and discover. I clearly remember my first trip to Jodhpur, the “Blue City”, when I stumbled upon a small, family-run workshop of weavers creating the most stunning hand-woven fabrics. The owner offered me Chai and told me how their weaving technique has been handed over from generation to generation. I was absolutely mesmerized. In Udaipur, a city that is beyond beautiful (they filmed James Bond Octopussy with Roger Moore over there), I visited a small hand-printing workshop and observed how the artisans washed, dyed, and printed hundreds of meters of fabric – all by hand and with such incredible precision and skill.
That is when I knew that I wanted to work with artisans like them and create.
I first started designing dresses for myself and later for friends and family. The response was so positively overwhelming and gave me so much joy. I wanted to create my own fabrics and prints and tell stories about my wonderful adventures through my designs – so I eventually left my diplomatic career and went on a creative journey of learning and experimenting with various print and textile techniques. I worked closely together with fabric printing workshops to bring my hand-drawn artworks to life.
In 2018 I was finally ready and launched my very first ready-to-wear collection in New York. A collection that was inspired by Jodhpur, the city in which my creative journey began. Each print, embroidery and trim detail paid homage to the beauty of the “Blue City”.
Since then, we have been on a wonderful journey of growth expanding not only throughout the USA but also into new markets like the Middle East, South-East Asia, Germany, Austria, Switzerland and now also the UK.
I feel truly blessed to be able to live my passion and work together with the kindest, most talented team of textile designers, pattern makers, printers, stitchers and seamstresses.
What is your coffee order?
When I am in India, I only drink Chai but I love my Viennese coffee “Wiener Melange” just as much. “Wiener Melange” literally means “Viennese mixture” –is espresso with steamed milk, topped with a little foam. Yum!
Do you have a mission statement for the brand?
We want to make women shine in our timeless styles that embrace femininity and celebrate individuality.
We are a women centric brand – we are about empowering the women who make our clothes as much as the women who wear them.
When you design the collection - how are you influenced?
Each collection starts with a theme - a place, a destination or a journey that inspires me. I then start creating a mood board from my photos, drawings and experiences. From deep diving into the place or period to the history, architecture, legends, craft and nature, I translate this vision into hand-drawn print ideas.
Last year, I travelled to Pondicherry, a French-influenced seaside town in the South of India. During a walking tour, I visited the hundred year old “Sacred Heart” Basilica. I remember sitting down, taking in the beauty of the vaulted arches and the intricate stained glassworks and I took out my pen and paper and started sketching. This was the start of our “Basilica” print (Spring/Summer 23).
Is there a signature look for Beyond by Vera?
Yes! Always feminine & flattering with vibrant, hand-drawn prints that are inspired by places beyond.
Who would you say is your customer?
It could be someone as young as 25 or women in their 70ies – I think that is the beauty about our garments. They are timeless and ageless.
I think what connects my wonderful female clients is the desire to wear clothes that are effortless and flattering, garments that are created with love and tell a story. My clients are fabulous women that shop with a conscience.
If a woman was to own just one item from your collection - which one would you suggest and why?
Only one? That is difficult. If we had to choose one, then it would be our Lola dress. Lola is our signature silhouette and all-time customer favourite. She is so feminine and versatile! The wide A-line silhouette crafted from eight meters of softest, lightweight cotton cambric will make you want to twirl.
Is there a fashion designer or icon who has inspired you?
To be honest, I am more inspired by nature, architecture, history and stories than by people. Our upcoming autumn collection "Meadows" is all about nature and traditions. With this collection I take you to my home country of Austria. The hand-drawn print artworks reference the nostalgia of alpine landscapes pay homage to the beauty of traditional Austrian “Tracht” costumes.
Where is your favourite place to shop?
I love vintage stores and picking up one-of-a-kind items from local stores during my travels – it feels like bringing home a memory from my adventures.
What keeps you up at night?
My three cats
Do you have any words of positivity to share with our Scoop readers?
We want you to feel confident, beautiful and comfortable wearing Beyond by Vera. But we are not just about fashion – we want to foster a broader culture of kindness, creativity and curiosity as well as acceptance across cultures.
