Art Nouveau Fashion Creators of fashion: VIENNA At the turn of the century, Vienna was a very lively fashion centre with deluxe salons that were tied to current fashion trends and sewed for Europe’s royal courts and the highest echelon of its aristocracy. At the same time, there was also space in Vienna for criticism of contemporary fashion, expressed for example by Adolf Loos, as well as for alternative apparel, influenced by Gustav Klimt, Koloman Moser and Josef Hoffmann, among others, and realised by the Wiener Werkstätte production community and the salon of the Flöge sisters. Maison Spitzer, founded by Gustav and Ernestine Spitzer (active c. 1873–1932), sewed for the Viennese, Italian and Russian courts, the highest echelon of the aristocracy and prominent actresses. (Gerta Buchsbaum, Mode aus Wien, Wien 1986). Maison Spitzer, Vienna 1900 – 1905 Modesalon Louis und Hermine Laufer (active c. 1883–1929), the favourite salon of Empress Elisabeth, also sewed for other members of the Vienna Court and the aristocracy. Modesalon L. und H. Laufer, Vienaa c. 1912 – 13 Modesalon L. und H. Laufer, Vienna 1911 Modesalon Schwestern Flöge (active 1904–1939) was founded by the sisters Pauline, Emilie and Helene (the wife of Ernst Klimt, brother of Gustav Klimt). In addition to its commercial activities, the salon also created garments influenced by the aesthetics of the Wiener Werkstätte and Gustav Klimt, who designed reform apparel for one of the sisters – Emilie. Emilie Flöge (Deutsche Kunst und Dekoration 1906/7) Emilie Flöge (Deutsche Kunst und Dekoration 1906/7)