Simplicity, quality, Vienna. These three words will definitely be mentioned when talking about Carola Pojer. She founded her blog ViennaWedekind in 2011; what started as a hobby quickly turned out to be an internationally successful one-woman business, crowned with the title as ‘Best Fashion Blog’ by the Austrian Blog Awards in 2013. The ambitious woman accomplishes to stay exciting and new without loosing her signature style, characterized by minimalistic but feminine looks and stunningly beautiful photography. The latter isn’t a big surprise as she mastered an education in photography before going onto study drama. Carola is a multifaceted woman who allows her readers to participate in her diverse life. Just the same as with her most recent blog post about Vienna’s Neubau district, the inspirational breeding ground of neubau eyewear. We caught up with her to talk about the exciting neighborhood, fashion and the perfect pair of glasses.
On your blog you showed your readers around in Vienna’s Neubau district. What do you like best about this neighborhood? What makes it special to you?
While Vienna is known for its typical old cafés, Neubau district is full of modern versions that translate the traditional image into today’s style. Also shopping-wise this area is different to the rest of the town – here there is a lot happening. New fashion and design stores, mainly from Scandinavia, have recently opened in Neubau; Weekday, COS, Hay. Before that, in the blogger scene, I was sometimes a bit out on a limb with my minimalist, reduced style… Now here are many small interior stores and second hand boutiques. It gives the area a really unique and exciting character that you can’t really find in other Viennese neighborhoods. The whole atmosphere in the first district for example is only designed to please the tourists whereas the seventh district is for the natives, for the young, for creative people. Here you can find many writers, directors, actors and musicians – and you definitely feel that.
Did you never have the wish to move to another city?
At one point I was thinking about moving to Berlin – however, when you’re a blogger you can work from anywhere. And I’m quite often in Germany anyway. Even though my boyfriend is German he doesn’t want to leave Vienna because he finds it so great and livable. With all the development here I can understand that and I definitely feel the same about the city now, I really don’t have any reason to move away. I travel so much that it’s nice to have a quiet home base. Especially as Vienna is no fashion city, that’s so pleasant!
What does a day in your life look like? Or does something like routine even exist in your busy job?
I try to be in the office at 9 in the morning. Usually I write my texts before midday because my concentration is better. After that I answer all the mails and in the afternoon I visit showrooms, have meetings, give interviews, plan the next day’s outfit and do some location scouting. Finding the perfect location is essential for my photo shoots as I don’t want to stand in front of a random wall on a random street so instead I look for locations that match the outfit, tell a story and create an atmosphere. That’s why I’m constantly walking around in Vienna. To stay organized I work with strict editorial plan, I wouldn’t know how to deal with all the work without having a weekly overview. However, never underestimate the huge amount of work – for me the classic Friday doesn’t exist, my week has six or even seven days. All my traveling is another reason for that, when I come back home I need to catch up on a lot of work. And, of course, the social media; you’re never offline what can be boon and bane.
What’s the best thing about your job?
The travelling and all the exciting people that I meet everywhere, all the conversations I have with them. Luckily the rumor that bloggers do only take photos of cupcakes is now confuted – when you’re a full time blogger it’s so much hard work. I’m doing all the departments of a magazine by my own; graphics, programming, chief editor, photographic editor, everything. It’s an exhausting job that certainly gives a lot back to you.
Being self-employed can sometimes be hard, especially in the creative field. What is the most important lesson you’ve learnt in your work life so far?
Hard work pays off. You definitely need a long breath in this job field, but in the end hard work and quality will be recognized and cherished. You should never let today’s star bloggers and it-girls get to you – they won’t be around for a long time anyway. I prefer standing for consistency, quality and doing my own thing in my own pace. Second lesson: From the outside, from an Instagram perspective, it always seems as if the others were having the perfect life. Even though I’m also a perfectionist – I’m a lighting fanatic, all my pictures need to be bright and perfectly illuminated. However you should always keep in mind that not everything’s beautiful and that they take a lot of photos before posting one, that’s normal. I’m sure that my other colleagues sitting at home, having the same thoughts, too.
When travelling, which three essentials are always in your bag?
Sun glasses, earplugs, camera.
When you grew up did you ever get any fashion advice from your mother or grandmother that still sticks in your head?
My family didn’t really give me any advice, fashion-wise. My mom and grandmother sewed a lot of clothes themselves. To them it was really important that clothes have a good quality. They’ve taught me that you don’t need a 1,000 things in your wardrobe and I still have the same opinion. I prefer buying less, but with a high quality so that you can enjoy the clothes for longer. My own fashion advice is the ‘three color style rule’. Blue, white, grey or black, white, gold – never more than three different colors in one outfit. Following that rule you can create a nice, balanced look and you’re always on the safe side.
Ein von Carola Pojer (@viennawedekind) gepostetes Foto am
As fashion plays such a big role in your life, how do you define that term for you?
Fashion is a huge, huge playground. Of course it reflects your personality, but sometimes it’s cool to counteract and to play with that depending on how you feel. Fashion is an extreme expression of your wellbeing and your self-confidence.
Do you sometimes have problems with finding new and creative ideas for outfits?
Yes, most of the time! I spend so much time online and look at things that I sometimes forget who I really am. But that’s nonsense and I need to come down because it’s still me, it’s still my intuition. Most of the time I just go away from the laptop, leave the city and I get a lot of new inspiration on my travels of course.
How would you describe your style?
Simple with an edge. Feminine sublimity with a dash of off-duty and a bit relaxed.
Accessories, like glasses, can totally change a look. What makes a pair of glasses the perfect ones for you?
Special and at the same time inconspicuous, so that I could wear them every day. A reliable companion, a safe haven – sometimes I like to hide behind them. It’s an accessory that completes a whole look. As I said I don’t like them to be super fancy, I don’t need all that tiger-cat-eye-craziness, but glasses that always fit with a cool, not too big frame. It’s not important if they are optical or with plain glass, they just have to blend in the overall picture and suit the person who’s wearing them.
Talking about glasses – what’s your favorite Neubau Eyewear frame?
‘Linda’ in clear glass optic. Honestly I don’t need optical glasses, so I chose one with plain glass, just because it perfects a whole look. ‘Linda’ is so simple but as soon as you’re wearing it you really see the boom factor! Another thing that I like is that the frames are all named after employees. The colors are fabulous. Neubau eyewear combines the modern urbanity of Vienna’s eponymous 7th district with simplicity and design. When buying them you immediately get a good feeling because you know it’s a long-term investment.
Ein von Carola Pojer (@viennawedekind) gepostetes Foto am
Could you give us a tip on how to style ‘Linda’ best?
Not too long ago I styled ‘Linda’ with a black, long slip dress, a cardigan and chucks. Today I’m wearing the glasses with an off-shoulder top, a striped skirt and high-heels – a more feminine look. However, you can combine the glasses in any way you want, even with jeans and a tshirt!
If you had to chose: who’s your all-time favorite wearer of glasses?
There are so many! But I have to go with Andy Warhol.
Featured Image by Philipp Lipiarski
By Marieke Fischer