A Fashionista’s Guide to Vienna’s Top Boutiques and Shopping Hotspots
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Kärntner Strasse - Vienna's Famed Shopping Boulevard
No trip to Vienna is complete without a stroll along Kärntner Strasse, the city's most famous shopping street. Located in the historic first district, this elegant pedestrian boulevard has been a hotspot for luxury shopping and people watching for over a century. Lined with majestic architecture, international chain stores, and local boutiques, Kärntner Strasse offers a delightful mix of old and new Vienna.
Walking the length of the street, you'll pass by the ornate Opera House, the towering Steffl department store, and St. Peter's Church, providing the perfect blend of culture and consumerism. The shopping itself does not disappoint either. From Austrian brands like Swarovski, Lederwaren Scheer, and Frey Wille to international names like Louis Vuitton, Prada, and Cartier, you'll find all the top designers housed in dazzling boutiques. The street stays lively late into the evening as tourists and locals alike pop in and out of shops, grab a coffee at an outdoor café, or just take in the sights and sounds.
While the big names might pull in the crowds, don't miss the opportunity to discover some local Austrian brands and designers. Boutiques like Schella Kann carry chic fashions by Austrian labels, Rath & Trauner crafts whimsical jewelry out of natural materials, and Ludwig Reiter makes timeless men's leather shoes. Kärntner Strasse offers the best of both worlds for shoppers.
When your feet need a break, relax at the luxurious Hotel Sacher Wien. Their iconic café terrace right on Kärntner Strasse provides prime people watching. Sip on a Melange coffee or hot chocolate while gazing at the street's spectacle of modern commerce in a historic setting. For those looking for a more affordable option, grab a snack at the Billa supermarket halfway down the street.
What else is in this post?
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Kärntner Strasse - Vienna's Famed Shopping Boulevard
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - The 6th District - Where to Find Designer Labels and Luxury Goods
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Freyung Passage - An Elegant Indoor Shopping Arcade
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Brunnenmarkt - Vintage Finds and Flea Market Treasures
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - The MuseumsQuartier - Boutiques Among World-Class Art Venues
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Mariahilfer Strasse - Affordable High Street Fashion and Accessorie
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Neubau - Vienna's Hippest Neighborhood for Independent Boutiques
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Schokolade - Indulging in Vienna's Finest Chocolatiers
- A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Naschmarkt - More than a Food Market, with Local Designer Finds
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - The 6th District - Where to Find Designer Labels and Luxury Goods
Just steps from the imperial grandeur of the Ringstrasse boulevards lies Vienna’s chic 6th District, brimming with luxury boutiques, contemporary galleries, and hip cafes. Centered around Mariahilfer Strasse, Vienna’s longest shopping street, the sixth has emerged in recent years as the place for designer fashion and high-end shopping. Whether you’re looking for an iconic Austrian luxury brand, an independent Viennese designer, or one of the top international fashion houses, you’ll find abundant choice in this district.
For those seeking Austrian luxury labels, head straight to the Goldenes Quartier, a labyrinth of 19th century passages and courtyards connecting Mariahilfer Strasse and Tuchlauben. Here you’ll discover Vienna’s outposts from ultraluxe brands like Louis Vuitton, Saint Laurent, and Bottega Veneta housed in historic salons. Neighboring Bastei houses iconic Austrian brands like Swarovski, Frey Wille, and Knize, while Schellack purveys statement jewelry handcrafted by local artisans. Nearby Tuchlauben Street is home to Lederwaren Scheer, producing fine leather goods since 1856, and Ludwig Reiter, whose timeless men’s shoes epitomize Viennese elegance and quality.
Yet the sixth isn’t just about long-established names. Tucked into its side alleys are a new generation of Viennese fashion designers opening chic boutiques and ateliers. Check out Petar Petrov's conceptual ready-to-wear fashions at his eponymous Spittelberggasse shop or pick up an effortlessly cool ensemble at Aeron, András Török’s minimalist boutique on Lindengasse. Ringstrassen Galleries nearby provides an inspirational overview of Vienna's emerging designers under one roof.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Freyung Passage - An Elegant Indoor Shopping Arcade
Step back in time to the elegance of 19th century Vienna with a stroll through Freyung Passage, one of the city’s most picturesque indoor shopping arcades. Dating from 1845, this glass-roofed walkway perfectly encapsulates Viennese refinement and charm. Wander past the ornate wrought iron gates into a world of marble, chandeliers, and ornamental accents. It’s like something straight out of a Wes Anderson film.
Freyung Passage connects the square of Freyung with Herrengasse, providing a convenient cut through on any city stroll. More than just a shortcut, however, Freyung Passage houses a delightful collection of sops and cafes for a peek into Vienna’s culture and craftsmanship. Upscale Austrian fashion designer Lena Hoschek has her flagship here, and you can browse ornate porcelain from Augarten Vienna Porcelain Manufactory. Long-established Viennese brands like Backhausen Interior Textiles carry on traditional craftwork alongside trendy shops like Viennese Concept Store.
For a sweet treat, grab dessert at Café Gerstner known for their decadent strudels or stop into the tiny Heiner confectionary. Of course, no trip to Vienna would be complete without partaking in a coffeehouse tradition. You’ll find several classic Viennese coffee houses tucked within the Passage's neoclassical corridors. Café Diglas has been serving coffee and conversation since 1923 with an undeniable Old World charm. Or pop into the elegant Café Mozart for live piano music in an atmosphere straight from the era of its namesake.
Freyung Passage also provides a glimpse into Vienna’s rich history. Peer through the windows of the Griechenbeisl inn, the city’s oldest restaurant dating from 1447. Its storied past includes famous guests like Beethoven, Schubert, and Mark Twain. For centuries it’s been an essential Viennese institution and the Griechenbeisl museum above the restaurant provides fascinating insights into its enduring legacy.
The Passage itself has its own unique history. Built in 1845, it was Vienna’s first public arcade. Unfortunately, Allied bombing during World War II left Freyung Passage an empty shell. After surviving in a dilapidated state during the postwar years, extensive renovations restored it to its original splendor during the 1950s.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Brunnenmarkt - Vintage Finds and Flea Market Treasures
Hop aboard Vienna’s vintage shopping train with a Saturday morning visit to Brunnenmarkt, the city’s most diverse and authentic flea market. Located in the liveliest part of the 16th district, this sprawling jumble of stalls offers a fun urban expedition away from the tourist track. Dating back to the early 1900s, Brunnenmarkt provides a fascinating look into Vienna’s many cultures and communities.
Weekend mornings see the narrow streets come alive in a vibrant chaos of shoppers and sellers from all walks of life. Stalls overflow with everything from fresh produce and spices to household goods, clothing, and antiques. It's an intriguing mishmash that takes patience to sort through, but determined shoppers can uncover some real buried treasures here.
Fashionistas flock to Brunnenmarkt for the vintage clothing scene, which offers consistent turnover and new items to discover each week. Independent shops like Spiegelgasse 12 and Kleidermachen Leute carry racks of retro wear sourced from around the world, while individual sellers lay out their wares in the street. Digging through heaps of garments rewards with one-of-a-kind designer pieces and unique accessories at unmatched prices. Adidas tracksuits from the 80s, cowboy boots, Hawaiian shirts - you never know what relics from past eras you’ll stumble upon here.
Beyond clothing, the market brims with antiques and collectibles. Porcelain, jewelry, cameras, vinyl records, you name it. Scheibenwind Vintage is famous for its glassware finds, stocking everything from beer steins to crystal candlesticks. Nostalgic toys and pop culture novelties turn up in the flea market fray too. Keep an eye out for vintage Austrian brands, especially delicate Wiener Werkstätte ceramics.
Of course, no visit to Brunnenmarkt would be complete without sampling the plentiful food options. Dozens of kebab stands waft mouthwatering aromas down the streets, drawing long lines of loyal locals. Grab a currywurst or traditional wurstel from one of the sausage carts. Or munch on addictive deep fried cheese as you browse. Stop at an Italian deli for sandwich makings or cheese and charcuterie to picnic in the adjacent Yppenplatz Square. Reward your market ramblings with a sweet traditional dessert like schwedenbomben donuts or kaiserschmarrn pancakes.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - The MuseumsQuartier - Boutiques Among World-Class Art Venues
Step into baroque fantasy at the MuseumsQuartier, where world-class art institutions share an expansive courtyard with chic cafés and boutiques. Developed at the turn of the millennium, the MuseumsQuartier masterfully transformed 18th century imperial stables into one of Europe's largest arts and culture complexes. By day, visitors flock to the esteemed Kunsthistorisches Museum and Leopold Museum to admire masterpieces by Klimt, Schiele, and Dutch greats. By night, the illuminated courtyards buzz with activity as patrons sip drinks al fresco and enjoy live music.
Yet beyond the museums awaits a fashionable shopping and dining enclave that cleverly complements Vienna's high culture offerings. More than 70 businesses occupy the creative spaces surrounding the quartier, handpicked to elevate the overall experience. The retail mix strikes an artful balance between long-established Austrian companies, independent shops, and specialty outposts from luxury international brands.
Fashionistas make a beeline for outlets like Freitag, Filippa K, and Le Shop. Find statement fashions at Pregenzer, a boutique spotlighting innovative Austrian designers. Ludwig Reiter, Vienna's premiere shoemaker for over 145 years, beckons with benches to test their flawless fits. Or browse unique fragrances created on-site at Officina Profumo-Farmaceutica di Santa Maria Novella's sprawling two-floor emporium. When only jewelry will do, Schullin Fine Jewellery dazzles with exclusive handcrafted designs.
Not just about stuff, the quarter's cafés and restaurants excel in ambience and people watching possibilities. Grab a craft beer at beautiful wood-clad 7 Stern Bräu. Relax in the courtyard of Cafe Leopold with a Viennese Melange coffee. Or splurge on Michelin-starred regional cuisine at Steirereck im Stadtpark, seamlessly connecting to the complex.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Mariahilfer Strasse - Affordable High Street Fashion and Accessorie
Stretching west from the MuseumsQuartier, Mariahilfer Strasse lives up to its billing as Vienna's longest shopping street. Over 3 kilometers in length, this vibrant thoroughfare beckons bargain hunters to explore its concentration of wallet-friendly retail. Away from the pomp of the old city, Mariahilfer hums with youthful energy and affordable indulgence. Locals flock here for the latest fast fashion alongside street food snacks and coffee to-go. It's Vienna's high street heart offering fashion for real people on real budgets.
Yet make no mistake, Mariahilfer Strasse still carries plenty of style cred. Chains like Mango, Zara, and H&M appear alongside Austrian high street brands like Le Gerre and Buddys. Trendy independent shops mix in too, like R14 with its curated collection of denim. Walk Mariahilfer end to end and you'll spot every global fashion retailer imaginable, but look closer between the familiar logos. Tucked into retro facades and quiet courtyard passages hide designers and one-off boutiques waiting to be discovered.
While perhaps not as glitzy as the Goldenes Quartier's luxury line-up, Mariahilfer houses its own share of posh purveyors. Louis Vuitton, Mulberry, and Wolford all stake their claim with sizable outposts designed to draw dedicated followers inside. Even Italy's temple of opulence, Gucci, debuted its largest European store here. Yet sprinkled throughout you'll still find plenty of bargains from brands without household name status.
Accessories shine especially bright along Mariahilfer Strasse's length. Young Viennese flock to Federal Archive for stylish sunglasses starting at just €10. At Andres, find handcrafted leather goods and travel bags crossing fashion with function. Or pick up a new winter hat, gloves, or scarf as you browse boutiques between gallery stops. For striking bijoux, accessories pro Anita Hassler Studio contrasted against minimal fashions always intrigues.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Neubau - Vienna's Hippest Neighborhood for Independent Boutiques
Tucked behind the bustling Mariahilfer Strasse lies Vienna’s coolest neighborhood for independent fashion and concept stores. Centered around Lindengasse and Neubaugasse, Neubau offers an atmospheric grid of creativity away from the mainstream. Its laidback vibe attracts young entrepreneurs chasing dreams without luxury budgets. The result is an inspirational retail landscape where passion reigns supreme over pretense. Wandering through Neubau feels like exploring Berlin's hippest 'kiez' or the Marais district of Paris.
At the heart of the neighborhood is Blut, a pioneering concept shop opened in 2006 when few other independents existed in Vienna. Owner Petra Einesinger fearlessly celebrates emerging fashion talents alongside accessories, literature, and cosmetics. Her minimalist space exudes understated elegance and provides a launchpad for local designers. Nearby at Kommune, three friends pooled resources to open a boutique stocking niche international labels. Their buyers carefully curate racks with directional pieces far from commercial fashion.
Other shops blur the line between retail and art gallery. UPCYCLED by Lena has customers swooning over everyday objects transformed into wearable art. Or PULVERUMSONST showcases limited collections from Ute Pulver that seem ready for exhibition as much as sale. Vienna Fashion House focuses solely on regional talents, functioning as a revolving pop-up gallery for rising creators. Shoppers appreciate the insider access to unknown brands and commitment to quality.
Several pioneering Viennese designers open their own dedicated spaces in Neubau as well. Petar Petrov's eponymous shop displays his avant-garde conceptual pieces crafted from architectural materials. Lena Hoschek also started local before growing internationally, with her flagship store offering a wonderland of dirndls re-imagined. Grab coffee next door at café-slash-florist Blühendes or lunch at trendy restaurant Koller its.
Even major international brands get creative in Neubau. Sneaker giant Adidas opened its Basement concept store here in 2016, showcasing limited collections. Prada choose an updated Neubau townhouse for its first Austrian boutique, rather than a Goldenes Quartier location. Acne Studios debut its industrial Vienna shop on Neubaugasse, featuring a glass-walled corner display and sculptural central staircase under exposed piping.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Schokolade - Indulging in Vienna's Finest Chocolatiers
Chocolate holds a special place in Viennese culture, with the city's chocolatiers practicing their craft like an artform. For the fashionable chocolate lover, Vienna offers sublime confections from century-old institutions and daring new bean-to-bar makers. Indulge in the city’s chocolate heritage across districts and styles to experience the many delicious facets of Schokolade in Vienna.
Start with an icon like Demel, purveyor of chocolate excellence since 1786 in a gilded shop on Kohlmarkt. Their world-famous creations range from the Adelaide Sachertorte to handmade truffles like Marc de Champagne, with exotic fillings enrobed in velvety chocolate. Demel’s in-house chocolatiers also craft novelty chocolates molded into whimsical shapes, flowers, and seasonal designs, elevating candy to artistic delight. Or sample Demel’s chocolate specialties transformed into drinks like the Demelschkokolade mit Schlagobers, a thick sipping chocolate crowned with whipped cream.
For avant-garde flavor pairings, visit Zotter in Josefstadt. This award-winning bean-to-bar maker experiments with ethically sourced cocoa from around the world, creating over 500 unusual flavor combinations. Zotter’s drinking chocolates fuse ingredients like hemp, Scotch whisky, or even tomato-basil into creamy elixirs. Their bars incorporate flavors from roasted corn to cinnamon-pumpkin for intense taste sensations. Zotter also offers interactive tastings in their on-site bean-to-bar chocolate theater.
In arty Neubau, family-run xocolat packs a punch into petite pralines. Their stylish shop crafts bonbons with adventurous ingredients like wasabi, cilantro, rose-peppercorn, and passionfruit. Subtler flavors like fig-fennel or summer peach tempt those with more classic tastes. xocolat focuses exclusively on handmade filled chocolates in refined flavors, elevating the praline to luxurious status.
For a historic chocolate experience, visit centuries-old Café Central to sip a Mélange while nibbling delicate chocolates from Austrian maker Heindl. Their silky truffles come in classic flavors like marzipan, whiskey, and cinnamon. Or try a Heindl chocolate-dipped ice cream bar while admiring the café’s opulent marble and wood interior. First opened in 1876, Café Central hosted great minds like Trotsky, Kafka, and Freud within its Baroque halls.
A Fashionista's Guide to Vienna's Top Boutiques and Shopping Hotspots - Naschmarkt - More than a Food Market, with Local Designer Finds
Beyond the plentiful produce and gastronomic delights, Naschmarkt holds hidden treasures for the stylish shopper. Tucked into stalls and storefronts along the market’s long corridors, passionate designers showcase handcrafted wears. From cutting-edge streetwear brands to artisans reviving traditional crafts, Naschmarkt provides a authentic glimpse into Vienna’s independent creative scene.
The rows of food stalls serve as mere appetizer to the array of niche shops lining Naschmarkt’s periphery. Young local fashion brands secure affordable retail spaces here to launch their collections and connect directly with customers. At So Vienna, owner and designer Dominik Seidel playfully remixes bold vintage-inspired prints onto modern silhouettes and streetwear basics. Along with the flagship shop, So Vienna operates a stall vending limited-edition graphic t-shirts.
Further along at Garments, Michael Halbac crafts progressive menswear balancing utilitarianism with avant-garde cuts. Think techwear meets art gallery installation. Cool kids flock here for Halbac’s futuristic drip. Nearby, Wendy&Jim makes ethically-produced unisex streetwear staples in earthy organic fabrics. Their Naschmarkt location often debuts special collab drops with other urban creatives. And don’t miss the neighbouring Onitsuka Tiger store, the iconic Japanese sneaker brand. Beyond fashion, young galleries like Complexd utilize Naschmarkt's affordable spaces, energizing the market with rotating art exhibitions. Visitors may discover bold new artistic talents or pick up unique wares between bites of burek or taps of craft beer.
Yet not all of Naschmarkt’s gems shine with youthful sheen. Tucked into vaulted cellars, dusty passages, and old-world storefronts, generations of Viennese craftspeople uphold traditions. At one of Vienna's last remaining bespoke shoemakers, Ludwig Reiter, customers glimpse the meticulous custom process firsthand. Ornate glass creations by Lobmeyr stem from 1823 origins supplying the Imperial Court. Its atelier and shop still create local glass artworks rooted in ancient techniques. Family-run kitchenware shop Rath handcrafts artisanal copper and enameled goods onsite too.
Passion for quality drives another Naschmarkt veteran, gilder Ernst Schimetta. Since 1920, his workshop has hand-gilded everything from antique frames to restaurant interiors using gold, silver, and metal leaf. Their store overflows with gilded floral designs, baroque mirrors, and gifts luminous with luxury finishings. Or peruse textiles from Backhausen, creating handprinted homewares since 1844. Its Naschmarkt store invites visitors into the back workshop to witness their traditional blockprinting process.