Marjan Firouz je Vienna Awards zasnovala za ustvarjalce, ki pogosto ostajajo v modnem zakulisju. Ob 16. izvedbi govori o pogumu za lastno pot, sodelovanju z znamko INCLOVER in ambiciji, da bi en večer odpiral vrata vse leto.
Javnost vidi veličastni Hofburg, modne kreacije in slavnostno podelitev. Marjan Firouz pozna tudi drugo plat: neprespane noči, zahtevne odločitve in tremo tik pred prihodom gostov. Prav v tem prepletu vizije in vztrajnosti je Vienna Awards razvila v platformo za povezovanje mode, kulture in ljudi, katerih delo pušča pečat. Z njo smo se pogovarjali o ustvarjalnosti, ki preseže trenutni aplavz, in o tem, zakaj so velike ambicije nekaj lepega.
Vienna Awards letos doživljajo 16. izvedbo. Kakšna je bila vaša začetna ambicija in kaj vas pri razvoju dogodka najbolj preseneča?
Moja prvotna zamisel je bila nekoliko drugačna, kot bi si morda predstavljali danes. Želela sem dati oder ljudem iz modnega zakulisja, ki pogosto ne dobijo priznanja, kakršnega si zaslužijo: stilistom, vizažistom, fotografom, modelom in vsem ustvarjalcem, brez katerih oblikovalčeva vizija ne bi mogla zaživeti. Moda nikoli ni dosežek enega samega človeka.
Z leti so se razvijale tako nagrade kot naša vizija. Danes izpostavljamo tudi osebnosti, ki s svojimi dosežki, vrednotami in zavzetostjo pozitivno vplivajo na družbo. Ljudi, ki nas navdihujejo, odpirajo nove poglede in od katerih se lahko nekaj naučimo.
Še posebej danes potrebujemo vzornike, ki navdušujejo tudi s svojim prispevkom in vrednotami. Ponosna sem, da je ideja prerasla v mednarodno platformo, ki povezuje izjemne ljudi različnih ozadij. Namen pa ostaja enak: osvetliti tiste, ki ustvarjajo spremembe in navdihujejo druge.
Vaša osebna pot je tesno povezana z zgodbo Vienna Awards. Kateri trenutki so vam potrdili, da ima vaša vizija svoje mesto, in kateri izzivi so vas najbolj spremenili?
Mislim, da uspeha ne določi en sam prelomni trenutek. Običajno ga sestavlja tisoč manjših, ki jih večinoma nihče ne vidi.
Ljudje vidijo glamurozen večer, ne pa neprespanih noči, težkih odločitev in trenutkov, ko se sprašuješ, kako boš vse izpeljal. V teh letih sem večkrat dosegla svoje meje.
Naučila sem se, da je imeti vizijo pravzaprav lažji del. Pravi izziv ji je ostati zvest, ko postane težko. Morda je moja najpomembnejša lekcija ta, da ni treba, da vsi že od začetka verjamejo v moje ideje. Pomembno je, da vanje verjamem sama.
Kako prepoznavno dunajsko kulturno identiteto povezujete z mednarodnimi ambicijami dogodka?
Dunaj ima nekaj, česar denar ne more kupiti: zgodovino, eleganco in izjemno kulturno identiteto. Vedno pa sem čutila, da bi si lahko dovolil nekoliko več drznosti.
Zakaj mesto, ki slovi po Mozartu, operi in cesarskih palačah, ne bi bilo tudi mednarodno prizorišče sodobne mode in ustvarjalnosti?
Prav ta kontrast mi je pri Vienna Awards tako všeč. V veličastni Hofburg prinašamo sodobno modo, mednarodne osebnosti in svežo ustvarjalno energijo. Dunajske identitete ne želim spreminjati, temveč pokazati še drugo, morda manj pričakovano plat mesta.
Kaj izjemen talent loči od nekoga, ki v modi pusti trajen pečat?
Najzanimivejši ljudje so zame redko tisti, ki želijo ugajati vsem. Imajo nekaj povsem svojega: prepoznaven avtorski podpis, močno osebnost in včasih tudi pogum, da ostanejo nerazumljeni.
Moda se spreminja izjemno hitro. Kar je danes vznemirljivo, je lahko jutri pozabljeno. Prava ustvarjalnost pa ostane z nami. Zapomnimo si občutek, ki ga je nekdo vzbudil, ne zgolj tega, kaj je nosil.
Verjamem, da največji pečat pustijo ljudje, ki si upajo biti svoji.
Prepoznavnost danes pogosto merimo s sledilci in takojšnjimi odzivi. Kako poskrbite, da priznanje dobijo tudi mojstrstvo, izvirnost in dolgoročni dosežki?
Živimo v svetu, v katerem lahko nekdo zaslovi skoraj čez noč. Toda slava in dosežki niso nujno isto.
Družbena omrežja imam rada in jih tudi sama z veseljem uporabljam. Vendar ne verjamem, da bi moralo število sledilcev določati vrednost človeka ali njegovega dela.
Pri izbiri nagrajencev gledamo onkraj številk: kaj je nekdo dejansko dosegel, v čem je drugačen in kaj prispeva. Včasih najzanimivejša oseba v prostoru ni tista z največ sledilci. To si velja zapomniti.
Na letošnje Vienna Awards ste povabili znamko INCLOVER oblikovalke Gazize Shabdarbayeve. Kaj vas je pri njenem delu prepričalo?
Predvsem njena prepoznavna interpretacija ženstvenosti. Rada imam modo z značajem. Oblačila, v katerih je ženska lepa, obenem pa se počuti samozavestno in močno.
Gazizine kreacije vzpostavljajo ravnovesje med eleganco in izrazito sodobno identiteto. Na Vienna Awards želim predstaviti modo, ki ustvari poseben trenutek in ostane v spominu občinstva. Verjamem, da ima INCLOVER prav ta potencial.
Kako doživljate Gazizino ustvarjalno vizijo in kazahstansko dediščino znamke? Kaj želite, da gostje odnesejo z njene revije v Hofburgu?
Od nekdaj me zanima, kako različne kulture vplivajo na ustvarjalnost. Rodila sem se v Iranu in odraščala na Dunaju, zato mi je povezovanje različnih pogledov verjetno še posebej blizu.
Pri Gazizi cenim, da so kulturne korenine del njene ustvarjalne identitete, njena moda pa govori sodoben, mednaroden jezik.
Moda postane še zanimivejša, ko pogledamo onkraj tradicionalnih modnih prestolnic. Izjemni talenti obstajajo povsod po svetu. Včasih potrebujejo le pravi oder.
Všeč mi je misel, da nekdo pride na Vienna Awards, ne da bi poznal INCLOVER, odide pa z željo, da bi o znamki izvedel več.
Vienna Awards povezujejo oblikovalce, medije, podjetnike in druge ustvarjalce. Kaj želite omogočiti s srečanji, ki se zgodijo na dogodku?
Vedno pravim, da se najzanimivejše stvari včasih zgodijo po koncu uradnega programa.
Ko povežeš oblikovalca, podjetnika, umetnika in predstavnika medijev, se začnejo pogovori, do katerih sicer morda nikoli ne bi prišlo. To se mi zdi izjemno vznemirljivo.
Seveda rada ustvarim spektakularen večer. Najbolj pa me razveseli, ko ljudje odidejo tudi z novim prijateljstvom, poslovno priložnostjo, nepričakovanim sodelovanjem ali preprosto novo idejo. Takrat dogodek dobi širši pomen.
Kakšno poglavje želite napisati po šestnajstih izvedbah in kaj predati naslednji generaciji?
Idej mi zagotovo še ni zmanjkalo! (Smeh.) Verjamem, da se razvoj ustavi v trenutku, ko postaneš povsem zadovoljen. Sama imam še precej načrtov.
Pripravljamo širitev Vienna Awards zunaj Avstrije z ekskluzivnimi spremljevalnimi dogodki v Münchnu, Cannesu in Parizu. Želimo okrepiti mednarodno prisotnost in povezovati navdihujoče ljudi iz mode, umetnosti, medijev in poslovnega sveta.
Razvijamo tudi Vienna Awards Members Club. Zamišljam si mednarodno skupnost, v kateri se ljudje srečujejo, izmenjujejo ideje in ustvarjajo priložnosti vse leto.
Posebej blizu mi je podpora mladim talentom. Želimo jim omogočiti prepoznavnost in odpreti vrata, ki bi sicer morda ostala zaprta. Nova generacija si zasluži prihodnost soustvarjati že danes.
Predvsem ženskam želim pokazati, da je ambicioznost nekaj lepega. Lahko si ženstvena, ljubiš modo in glamur ter si hkrati uspešna poslovna ženska z velikimi sanjami in resnimi cilji.
Naslednji generaciji bi rada predala pogum za velike zamisli in lastno pot, tudi če je drugi ne razumejo takoj. Če nekaj še ne obstaja, to ne pomeni, da tega ne moreš ustvariti.
Pri katerem načelu med ustvarjanjem Vienna Awards nikoli niste bili pripravljeni popustiti?
Od začetka sem želela ustvariti dogodek, katerega pomen presega en sam večer.
Seveda bi bilo včasih lažje sprejeti kompromis ali izbrati udobnejšo pot. Toda kadar v nekaj resnično verjamem, ne odneham zlahka. Vem, kaj želim doseči, velike vizije pa zahtevajo tudi precej odločnosti. (Smeh.)
Pomembni so mi podrobnosti, vzdušje, ljudje in celotna izkušnja. Prav toliko mi pomeni vpliv, ki ga imajo Vienna Awards na druge. Naš oder želim razvijati kot odskočno desko za napredovanje v karieri in življenju. Če ustvarimo priložnost, podpremo razvoj talenta ali odpremo vrata, smo dosegli nekaj dragocenega.
Ljudje mi pogosto rečejo, kako glamurozno mora biti moje delo. In res prinaša lepe trenutke, a za njimi je ogromno dela, odgovornosti in strasti.
Tudi po šestnajstih izvedbah imam tik pred odprtjem vrat še vedno tremo. Pravzaprav upam, da tega občutka nikoli ne izgubim.
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Marjan Firouz: The Vision Behind the Vienna Awards
Marjan Firouz created the Vienna Awards to recognise the talents who often remain behind the scenes. As the event marks its 16th edition, she discusses creative conviction, INCLOVER’s runway presentation and her ambition to build connections that last throughout the year.
Marjan Firouz with the models dressed in Inclover by Gaziza Shabdarbayeva
The public sees the magnificent Hofburg, the fashion and the celebrations. Marjan Firouz knows the other side: sleepless nights, difficult decisions and the nerves just before guests arrive. Through vision and persistence, she has developed the Vienna Awards into a platform connecting fashion, culture and people whose work makes a difference. We spoke to her about lasting creativity and why ambition is something to embrace.
The Vienna Awards mark their 16th edition this year. What was your original ambition, and what surprises you most about what the event has become?
My original idea was quite different from what people might imagine today. I wanted to give a stage to the people working behind the scenes in fashion, who often don’t receive the recognition they deserve: stylists, makeup artists, photographers, models and all the creative minds who help bring a designer’s vision to life. Fashion is never one person’s achievement.
Over the years, both the awards and our vision have evolved. Today, we also celebrate personalities whose achievements, values and commitment have a positive impact on society. People who inspire us, introduce new perspectives and from whom we can learn.
Especially now, we need role models who inspire us through their contribution and the values they share. I’m proud that an idea has grown into an international platform connecting extraordinary people from different backgrounds. Its purpose remains the same: to recognise those who make a difference and inspire others.
Your personal journey is closely intertwined with the Vienna Awards. Which experiences confirmed your vision, and which challenges changed you most?
I don’t think success comes down to one defining moment. It is usually made up of a thousand smaller ones, most of which nobody sees.
People see the glamorous evening, but not the sleepless nights, difficult decisions or moments when you wonder how you will make everything happen. There have certainly been times when I reached my limits.
I’ve learned that having a vision is the easy part. Staying true to it when things become difficult is the real challenge. Perhaps my most important lesson is that not everyone has to believe in my ideas from the beginning. What matters is that I believe in them myself.
How do you draw on Vienna’s distinctive cultural identity while building an internationally relevant event?
Vienna has something money cannot buy: history, elegance and an extraordinary cultural identity. But I’ve always felt it could afford to be a little more daring.
Why shouldn’t a city famous for Mozart, opera and imperial palaces also be an international destination for contemporary fashion and creativity?
That is the contrast I love about the Vienna Awards. We bring contemporary fashion, international personalities and fresh creative energy into the magnificent Hofburg. I don’t want to change Vienna’s identity; I want to reveal another, perhaps more unexpected, side of the city.
What distinguishes an outstanding talent from someone who makes a lasting contribution to fashion?
The most interesting people are rarely those trying to please everyone. They have something unmistakably their own: a unique signature, a strong personality and sometimes the courage to be misunderstood.
Fashion moves incredibly fast. What excites us today can be forgotten tomorrow. But true creativity stays with you. You remember how someone made you feel, not simply what they wore.
I believe those who leave a mark have the courage to be themselves.
Visibility is often measured in followers and instant reactions. How do you ensure craftsmanship, originality and enduring achievement receive recognition?
We live in a world where someone can become famous almost overnight. But fame and achievement are not necessarily the same thing.
I love social media and enjoy using it myself. Still, I don’t believe follower numbers should define the value of a person or their work.
When selecting recipients, we look beyond the numbers: at what someone has achieved, what distinguishes them and what they contribute. Sometimes the most interesting person in the room isn’t the one with the most followers. That is worth remembering.
What convinced you to invite INCLOVER by Gaziza Shabdarbayeva to present at the 2026 Vienna Awards?
Its distinctive interpretation of femininity. I love fashion with personality: clothes that make a woman feel beautiful, confident and powerful.
Gaziza’s designs balance elegance with a strong contemporary identity. At the Vienna Awards, I want to showcase fashion that creates a special moment and stays in the audience’s memory. I believe INCLOVER has that potential.
What draws you to Gaziza’s creative vision and the house’s Kazakh heritage? What do you hope guests take away from its Hofburg presentation?
I’ve always been fascinated by how different cultures influence creativity. I was born in Iran and grew up in Vienna, so perhaps that explains my connection to different perspectives.
I appreciate how Gaziza’s cultural roots inform her creative identity while her fashion speaks a contemporary, international language.
Fashion becomes even more exciting when we look beyond the traditional fashion capitals. Extraordinary talent exists everywhere. Sometimes it needs the right stage.
I love the idea that guests might arrive at the Vienna Awards unfamiliar with INCLOVER and leave wanting to discover more.
The event connects designers, media, entrepreneurs and other creative figures. What do you hope those encounters make possible?
I always say that some of the most interesting things happen after the official programme ends.
Bring together a designer, an entrepreneur, an artist and someone from the media, and conversations begin that might never have happened otherwise. I find that incredibly exciting.
Of course, I love creating a spectacular evening. But what makes me happiest is when people leave with a new friendship, a business opportunity, an unexpected collaboration or simply an idea. That is when the event becomes something bigger.
What chapter remains to be written, and what would you like to pass on to the next generation?
I certainly haven’t run out of ideas! (Laughs.) I believe the moment you become completely satisfied is the moment you stop growing. I still have quite a few plans.
We’re working on taking the Vienna Awards beyond Austria, with exclusive side events in Munich, Cannes and Paris. We want to strengthen our international presence and connect inspiring people from fashion, art, media and business.
We’re also developing a Vienna Awards Members Club. My vision is an international community where people can meet, exchange ideas and create opportunities throughout the year.
Supporting emerging talent is particularly close to my heart. We want to offer visibility and open doors that might otherwise remain closed. The next generation deserves the chance to shape the future today.
I also want women in particular to see ambition as something beautiful. You can be feminine, love fashion and glamour, and be a successful businesswoman with big dreams and serious ambitions.
I hope to pass on the courage to think big and follow your own path, even when others don’t immediately understand it. Just because something doesn’t exist yet doesn’t mean you can’t create it.
What principle have you refused to compromise on while building the Vienna Awards?
From the beginning, I wanted to create an event with meaning beyond one evening.
There are moments when it would be easier to compromise or take the more convenient route. But when I truly believe in something, I don’t give up easily. I know what I want to achieve, and turning big visions into reality takes determination. (Laughs.)
I care deeply about the details, atmosphere, people and overall experience. Equally important is the impact the Vienna Awards can have on others. I want our stage to be a stepping stone in people’s careers and lives. If we create opportunities, help talent grow or open doors, we have achieved something meaningful.
People often tell me how glamorous my work must be. There are beautiful moments, but behind them is an enormous amount of work, responsibility and passion.
Even after sixteen editions, I still get nervous just before the doors open. I hope I never lose that feeling.
Projekt: Vienna Awards Fotografije: Greg Alexander Art direktor: Sébastien Vienne Produkcija: PR Méphistophélès Productions Postprodukcija: Emmeline Yalaz Modeli: Finn & Haiyue @wiennermodels / Amélie @stellamodels / Tea @Amodels Ličenje in pričeska: Ana Jaksic @a.h.makeupandart Vsi stylingi: Inclover by Gaziza Shabdarbayeva
