About Me

Hi there. My name is Barbara Langl and I am the founder of the label *when is now. I am a creative entrepreneur who is passionate about fashion and dolls design, textile arts, and embroidery.

At *when is now, I create one-of-a-kind, handmade fashion that is modern and timeless. My designs are perfect for women who value small labels and appreciate the beauty and high value of handmade craft. I also organize creative retreats, one-day courses, and DIY projects focused on sewing, textile art and embroidery.

My journey with *when is now began in 2019, after attending a creative retreat hosted by The Makerie. Since then, I have been dedicated to using beautiful and extraordinary textiles and fabrics, with a focus on organic and vintage quality. I am committed to producing my designs in a slow and sustainable way in Austria and Germany.

Before starting *when is now, I earned master’s degrees in theater, film and media from Vienna University, as well as in cultural management from the University of Music and Performing Arts Vienna. I then ran my own artist agency from 2004 and worked as an assistant director and production manager for numerous events and theater productions. In 2008, my husband and I built a market research agency together, which is still running today.

However, I missed the creative aspect of my work and decided to create my own label. As a trained seamstress, I have spent the last few years learning new techniques, especially the art of Japanese and free draping, studying with Christine Mayer for more than a year, which helped me perfect my techniques and make a contribution to sustainability and slowness in the fashion industry.

I have had the opportunity to learn from and work with many other talented teachers and artists, including Andreas Fischbacher, Jess Brown, Ekta Kaul, Adriana Torres, and Heidi Parkes.

I live in Vienna and Upper Austria with my husband and daughter, and I would love to welcome you to join me in my sweet spot for creativity. Sign up for my weekly newsletter to stay up-to-date on my creative journey, new ideas, collaborations and upcoming events. You can also reach me personally at office@whenisnow.at and follow me on Instagram at whenisnow_at.

Thank you for considering *when is now for your handmade fashion needs and creative endeavors.

Love,

Barbara