Midi Moser-Föger is famed for her unerring sense of style and knack for spotting up-and-coming fashion designers. For over 20 years, her design boutique in Telfs has been a temple of luxury fashion bringing together more than 50 labels.
Midi Moser-Föger may have officially handed over the running of the business to her son, Matthias Moser, but it is impossible to imagine the boutique without her guiding influence and unerring sense of style. Now managed by the third generation of family owners, it continues to bear the unmistakable handwriting of this anything-but-grey eminence considered a fashion institution in Tirol.
Eye-catching and trend-setting
The boutique’s tagline, “Woman Pure”, is a perfect summary of what women who shop at Föger want (to be) and get. Woman Pure stands for self-assured femininity, elegance and style expressed through the latest fashion trends. The most surprising thing is that for more than 20 years Föger Woman Pure has been located not in the regional capital, Innsbruck, but in the much smaller town of Telfs with a population of just 15,000 residents. This municipality to the south of Innsbruck is known for its industry and manufacturing, but certainly not for its eye-catching designer boutiques.
Indeed, the term “eye-catching” applies not only to the clothes and accessories on offer but also to the boutique itself. Designed by Swiss architects Pedrocchi, the building features an angular roof, vast expanses of exposed concrete and large glass panels to let plenty of natural daylight stream into the showroom with its long-necked clothes hangers dangling from the ceiling. Here, shoppers will find over 50 established fashion labels from around the world, ranging from classics such as Prada and Dries Van Noten to shooting stars still on the rise like Alexander Wang, Peter Pilotto and Stella McCartney.