Now in its fourth year, the 9 Festival for Fashion and Photography is a ten-day extravaganza taking place in the Austrian capital, Vienna. The event is conceived and organised by Unit F büro für mode, which aims to support and showcase the best in Austrian fashion. The festival promises a huge programme including fashion shows, conferences, exhibitions and of course, lots of parties! The Austrian Fashion Awards will also take place, rewarding talented Austrian and international designers and photographers. Other highlights at the festival include:

Symposium Fashion 2.0

Fashion looks to the internet this year, and two conferences are planned. The first concentrates on the e-tailing phenomenon and how internet distribution has changed how fashion is sold and consumed today. Imran Amed of industry heavyweight website The Business of Fashion will address the topic along with other representatives of online fashion retailers, including Sarah Curran of my-wardrobe.com and Stefanei Phair of recent hit website The Outnet. “Fash Clash: Discussing the Digital Controversy”, is dedicated to fashion bloggers and the difference between online and print fashion journalism. Participants include Susanna Lau, writer for Dazed&Confused and creator of the Style Bubble blog and famed fashion journalist Diane Pernet of A Shaded View on Fashion. Entrance to both events is free. 5th/6th June.

Pop-ups pop up

Not wanting to be left out of the recent craze for all things pop-up, Vienna sees cult Danish label Wood Wood teaming up with legendary fashion mag Vice and Berlin’s Pool Gallery to create a temporary boutique and exhibition (30/05-10/06) selling limited edition fashion and art. Creative Space will host Guerilla Store 2009 (9-27/06) with Austrian designers presenting the latest in clothes, accessories and design objects. The products available at the boutique have been selected this year by Robin Schulié, head buyer at Parisian boutique Maria Luisa.

“Fashion is an expression of joy in being alive”

So say the 9 Festival crew! This year get garbed up in your best nu-rave gear and go and express your joy at being alive. There are a number of parties scheduled for the festival, each cooler than the last… We’re interested to know what the playlist will be at the interestingly titled “I die. BanANNAs: Celebrating FASHION 2.0″ party presented by stylishkidsinriot.com and stylekingdom.com (6/06). Otherwise you could head to Spike magazine’s party(5/06) and find out whether Elektro Guzzi rival Austrian electro greats Kruder & Dorfmeister. Another unusually titled fashion shindig is “House of the Very Island’s says … HELLO! is it me you’re looking for?”(9/06), which will showcase video installations at well as fabulous tunes. Will they play Lionel Richie? We wouldn’t like to make any promises.

Shady goings-on

Fashion icon Diane Pernet (read RIH’s interview with the lady herself here) is the creative force behind A Shaded View on Fashion Film which debuted last year in Paris. ASVOFF is the first festival dedicated to fashion, beauty and style on the screen, rather than on paper or a runway. As part of 9 Festuval, the film selection of thirty shorts will be shown. This includes Diane’s work on Mr Pearl as well as creative efforts featuring fashion people from Linda Evangelista to Zandra Rhodes. (8/06)

Is that it?

Well if you’re not fashioned out after all of that, there are fashion tours, exhibitions and for a lucky few, the shows. You can find the whole programme online here or if you’re on a smartphone, have a look at their mobile version here. Can’t make it to the 9 Festival? The event’s online store is here.