Sterngasse 4 – What Karin Neuhold Would Wear

Karin Neuhold, founder of the Vienna based concept store Sterngasse 4, takes us through what it takes to follow one’s dreams and make them a reality. Sterngasse 4 combines high-end fashion labels with a careful selection of accessories, jewels, and even books.

FM: How did it all start?

KN: I graduated with a PHD in Law when I was only 22, and then decided to move from Salzburg to Vienna to look after my two girls. It’s in the Austrian capital that I started to get involved in Interior Design, though my dream had always been to open my own fashion store. This, which now feels like what I was destined to do all along, happened after my 40th birthday, when I started my second career with Sterngasse 4.

FM: What is Sterngasse 4 about?

KN: Sterngasse, the biggest of my now three stores, brings together a careful selection of brands for a more sophisticated and mature audience. However, all three stores are aimed at true fashion lovers. Every piece presented in any of my stores is carefully and personally selected, and it must abide to one very important criteria: it must be something that I would wear.

FM: Which brands do you represent?

KN: Just off the top of my head I would say Alberta Ferretti, Kristina Ti, Ermanno Scervino, Barbara Bui, Stella McCartney, Marc Jacobs, Phillip Lim, Proenza Schouler, Thakoon, Narciso Rodriguez, Anne-Valerie Hash, Maurizio Pecoraro, Givenchy, Zac Posen, Grant Martin , Jenny Packham, Jasmine di Milo, Vanessa Bruno, lala Berln, Michel Klein, Isabel Marant, Tory Burch, Jo No Fui, Nina Peter, Albino, and Chloé AVIU.

FM: What’s your attitude towards emerging fashion talent?

KN: I love to explore new talents and add their creations to my portfolio of brands. I think that there are so many promising designers out there, designers whose success we’ll be lucky enough to witness in five years or so.

FM: What do you think about fashion nowadays?

KN: Fashion is very fast paced and that’s definitely one thing that makes it so interesting. I think today’s leading fashion brands leave a lot of room to individualism and that’s something exciting.

FM: Any finally, where do you usually buy?

KN: I buy in Paris, London and Milan. I love New York Fashion Week too, but unfortunately I hardly have the time to go there as my schedule is very packed and I cannot always make it overseas.

If your schedule is packed too, Karin Neuhold’s careful selection at Sterngasse 4 is exactly what you need. Squeeze in a visit on your next stop in Vienna, and as always, White Line Hotels Edit Hollmann Beletage is there to make sure you feel anything but squeezed in — an oasis of calm with a purely human touch.

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Contributing Writer: Fier Management 

All photos:  Sterngasse 4

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A Vintage Weekend, Vienna Style 

Living On The Edge: Vienna: SHOPPING ON THE EDGE 

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