How do you keep tradition alive when the trend cycle moves faster than ever? Austrian luxury wear brand Sportalm are leading the way in keeping traditional wear, known as tracht, as covetable as ever for women across Austria and Germany. Based in Kitzbühel, a picturesque alpine town, the brand brings a contemporary vision to the classic dirndl, the country’s traditional dress for women. A dirndl is comprised of a blouse and corset dress, most commonly seen these days at celebrations like Oktoberfest. With such rich roots, Sportalm successfully designs traditional wear with cross-generational appeal.
The visionary behind Sportalm, Ulli Ehrlich, perfectly embodies the feminine essence of the brand, which also offers skiwear and sportswear. The magic is all in the design. Sportalm speaks to the modern woman by taking a fresh and contemporary approach to tradition and bringing a fashion forward approach to the dirndl. There bold are colours that span across seasons, from springtime pastels to autumnal plums and forest greens. Each fabric has a premium feel and every silhouette is universally flattering.
At an event in Kitzbühel, Schön! got to see Sportalm’s latest dirndl collection on all kinds of women, each radiating the kind of confidence that only a well-made dress can provide. In the panoramic greenery of the mountains, guests were greeted with traditional music followed by local cuisine and the opportunity to see the latest looks in motion. It felt incredibly current and was a true celebration of the beauty of tracht.
photography. Alexander Scheuber
words. Shama Nasinde