Sustainable Fashion Storytelling at the Theseustempel
What happens when fashion starts with something that already has a history.
In Vienna, Austria, model Rachel Mosser and fashion designer Petia Zasheva joined me by the Theseustempel for this collaboration. The setting was quiet and full of light. The white columns and pale stone gave the shoot a calm, clean feeling. It was a strong place to photograph Petia’s designs and to let Rachel bring them to life in her own way.
A Collaboration Built Around Re.Imagine
This photoshoot featured two looks fashioned by Petia through Re.Imagine, a project built around sustainability, craft, and community. The project uses secondhand clothing and vintage pieces, then reworks them with embroidery, bobbin lace, and hand printing. The result is clothing and objects that feel personal and carefully made.
Both looks had a clear identity. One featured a hand altered jacket with writing and texture across the surface, along with a sculptural bag. Rachel gave the look a relaxed but confident presence. The second look was simpler and more graphic, with red and black tones and a looser silhouette. It felt direct, expressive, and quietly strong.
Fashion With Purpose
What makes Re.Imagine special is not only the final result, but also the purpose behind it. The project gives discarded materials a new use while supporting local artisans and promoting environmental awareness. It also creates one of a kind pieces that carry a sense of story and care.
Re.Imagine also includes workshops for young girls and unemployed women, helping them learn practical skills and create work with their hands. That mission feels especially important after the Covid pandemic, when many women lost access to stable employment. The project is also intended to support women in smaller regions and cities, emigrants, and survivors of domestic violence, where job opportunities are often limited.
A Story Shaped by Place and People
Photographing this editorial in front of the Theseustempel helped bring those ideas into focus. The location gave the images structure and calm. Petia’s designs brought meaning and texture. Rachel brought presence and emotion. Together, they shaped a story that felt thoughtful, grounded, and honest.
Photoshoot Credits
- Model: Rachel Mosser
- Fashion Designer: Petia Zasheva
- Photographer: Paul Tocatlian
For brands, designers, models, and other creatives looking to create inspiring imagery, let’s connect. From fashion editorials to runway coverage to publishing your work, let’s explore how fashion and storytelling intersect, and where your next project might lead.
© Paul Tocatlian. All Rights Reserved.
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