Sustainable Fashion from Vienna - since 2012
The fabrari philosophy for Design of sustainable Fashion – Exclusivity and individuality with a good conscience

The philosophy of fabrari

You’re not wearing a pattern. You’re wearing a story.

Every fabrari motif begins with a moment I have personally experienced and captured with my camera: the strength of a plant, the unique atmosphere of a place, a cultural detail or a particular light that moved me.

Some images are not only seen – they are felt. That is why I choose only photographs that hold a special story and energy for me. They are transformed into sustainable garments, fairly made in Vienna and limited to no more than 20 pieces per motif worldwide.

My photograph becomes a fabric.
The fabric becomes a garment.
And a personally experienced moment becomes genuine conversation material.

Seen by me. Felt by me. Made wearable for you.

Some images are not only seen. They are felt.

When I take photographs, I notice more than shapes and colours. I am also moved by the atmosphere of a place: its stillness, its vitality, its strength or the memories it awakens in me.

In nature especially, I often sense a unique energy. A sunflower can radiate joy, a thistle resilience, and the sea freedom and a sense of infinite space. Through my photography, I seek to capture this effect and preserve it in my designs.

That is why not every photograph becomes a fabrari motif. From the many images I take on my travels, I select only those that tell a special story and evoke a feeling in me.

The way we perceive an image is always personal. You may feel something entirely different when you look at it. To me, that is precisely where its power lies: a motif carries my story within it – while also having the potential to become part of your own.

Wear the world – making the world wearable

My passion for travel and photography has shown me just how diverse, powerful and inspiring our world is. I did not want merely to photograph its beauty and preserve it on a screen or in a photo album. I wanted to make it visible, share it and bring it into everyday life.

This is how a personal photography idea grew into a fashion label.

To me, wear the world means more than wearing images of different places. It is about connection:

I experience the world.

I capture a special moment.

I translate it into a design.

You carry a piece of that world forward.

In this way, photography becomes fashion – and a garment becomes a true conversation piece.

My perspective on the world

My own story also shapes the way I see the world through my camera. As an Austrian-Iranian, I move between two cultures, different perspectives and many interpretations of beauty.

Through fabrari, I want to connect people, places and cultures. It is especially important to me to reveal the often-overlooked artistic, cultural and natural beauty of Iran – beyond the images with which the country is usually associated.

Yet my motifs are created wherever something moves me: from the architecture of Vienna and the colours of Cuba to the natural beauty of Austria and the landscapes and ornaments of Iran.

The beauty of the world knows no boundaries. Neither does the world of my motifs.

From a moment to a garment

1. The moment

It always begins with a real place and a moment I have personally experienced. Something catches my eye – a colour, a shape, an atmosphere or an unexpected detail.

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2. The photograph

I capture this moment with my camera. Every photograph carries within it my perspective on the world and my memory of that particular moment.

Traveling and photographing have always had a special importance in my life, and this has created a deep desire not only to capture world’s beauty but also to make it “wearable“- produced ethically fair and correct.

3. The selection

Only a small number of my photographs become fabrari motifs. I choose those images whose expression, story and energy I want to share with others.

4. From photograph to fabric

I develop the textile design from the selected photograph. I choose the right section of the image while making sure that the feeling and impact of the original photograph are preserved.

The motif is printed onto carefully selected fabrics in Germany using a high-quality, resource-conscious digital printing process. The printing inks are produced in Europe, approved for use according to GOTS requirements and specially developed for natural fibres. They meet high textile safety standards and comply with the requirements of OEKO-TEX® Standard 100.

A water recycling system also helps to significantly reduce water and energy consumption during the printing process.

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6. Made in Vienna

The garments are made in Vienna by the skilled team at the non-profit social enterprise WIENWORK.

WIENWORK creates professional opportunities for people who often face disadvantages in the general labour market. Our collaboration brings together skilled craftsmanship, local production and social responsibility.

Every fabrari garment is therefore made with great care, in small quantities and with genuine appreciation for the people whose work brings it to life.

5. From fabric to garment

fabrari’s silhouettes are intentionally clean and timeless, giving the images the space they need to unfold their full effect.

Each piece is cut individually. I pay particular attention to the way the motifs meet at the seams and how the image continues around the entire garment. This creates a distinctive all-round effect and gives every piece its own individual character.

To me, sustainability is a mindset

At fabrari, sustainability is about more than the materials we use. It is about appreciation:

Appreciation for people.

For craftsmanship.

For other cultures.

For natural resources.

And for clothing that accompanies us for many years.

That is why I choose carefully selected materials, short and transparent production routes, resource-conscious digital printing, local manufacturing and timeless silhouettes.

Fabrics are used as efficiently as possible. Suitable offcuts are transformed into accessories, bags, decorative pieces or small upcycling projects. After all, a high-quality fabric deserves to be valued rather than prematurely discarded.

To me, sustainability also means buying less, but choosing more consciously: selecting clothes that feel wonderful to wear, bring us joy and still hold meaning many years later.

Clothing is a choice

Clothing is never just fabric. Through what we wear, we also choose which kind of economy we support, how natural resources are treated and under what conditions people work.

fabrari shows that fashion can be individual, expressive and responsible at the same time.

You are not simply wearing a beautiful motif.

You are wearing a real moment.

A personal perspective on the world.

A piece of Viennese craftsmanship.

And a story that continues through you.

Every motif begins with a story – and becomes a true conversation piece when worn.

The fabrari boutique is located in the heart of Vienna, just behind the stables of the Spanish Riding School, in a charming, freestanding kiosk that is around 100 years old. I look forward to welcoming you!

Online Shop Stores in Vienna Klick mich

fabrari’s store opening in the heart of Vienna

A visit in fabrari’s store in the heart of Vienna

Image video about the philosophy of fabrari (English)

Interview in Austrian Talk show

ANA Avenue – Interview with Fanny Abrari about sustainability in fashion (German)

Sustainable Fashion from Vienna - since 2012