Blog 1606 Carola Poja Vienna Wedekind Philipp Lipiarski

Blogger Carola Pojer from VIENNA WEDEKIND about her favorite neighborhood, the perfect pair of glasses and fashion

Simplicity, quality, Vienna. These three words will definitely be mentioned when talking about Carola Pojer.

She found­ed her blog VIEN­NA WEDEKIND 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.

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.

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

23 Jun 2016 · neubau eyewear