Austrian-based influencer Viktoria Hutter 

With over 300,000 followers on Instagram, the Austrian influencer Viktoria Hutter inspires her community daily with striking yet attainable everyday outfits. We asked Viktoria about her beginnings as a fashion influencer, the artistic influence of her Austrian origins as well as her personal prognosis for the future of the creative industry in a digital era. 

1. Hi Viktoria! As an influencer you have collaborated with big names like H&M and Vogue. Could you tell us a bit more about your career and what led you to this path?

My passion for fashion and photography started at a very young age. As a little girl I spent hours in my mom's closet trying on all kinds of clothes. When I graduated from high school, I began to study business psychology and to earn some money I worked in a clothing store on the side. Like many of my friends, I also had Instagram. I remember taking pictures of my daily outfit every day before I went to work or university and posted some of them on Instagram. I noticed that I got more and more likes and followers when uploading a new picture compared to my friends. My account grew more and more and on top of that, fashion companies reached out to me to cooperate. So it started more than 5 years ago that my passion for fashion became my profession. Today I share my enthusiasm for the fashion world with over 300,000 followers. 

2. Salzburg, Austria, your hometown, has seen lockdowns throughout the Covid-19 pandemic. How important has your private environment become for you and with what favorite interior and art objects do you love to surround yourself with?

My home has always been very important to me, my retreat where I can be who I am. The pandemic has not really changed much, except that I bought more cuddly thick blankets and good smelling candles and discovered my love for incense. 

3. What's your interior aesthetic and how is it linked to your fashion? Where do you draw style inspiration from? 

My interior style is very simple and clean, which is also mostly reflected in my clothing style. My favorite interior style is the Scandinavian. I get a lot of inspiration from their catalogs, but also from Instagram and Pinterest. 

Left: Viktoria Hutter with her dog in the Mirabell Gardens in Salzburg, Austria / Right: Viktoria Hutter in her home in Austria 

4. From Gustav Klimt to Egon Schiele, Austria has long been a creative hub. Where in the world do you love most to experience art and why?

Actually, I don't have a favorite city or place where I love to experience art. For example when I visit a city and get to know the art that lives there, that's my favorite part of the experience. I find that every city/town has its own history and I love that diversity, so I can't pin myself down to one particular place. 

5. Who are your favorite contemporary artists and why?

This is a difficult question, because to choose one is almost impossible for me. However, one of my favorites is the Swedish artist Mats Gustafson. I have seen his artwork many times in various magazines like Vogue. I love his water-based illustrations, they show how romantic and elegant fashion is without using photography for it. 

Left: Viktoria's Art Piece: Heidler & Heeps, B Side Vinyl Collection 'ACR (Apricot)', 2016 available on Artsper / Right: Viktoria Hutter  

6. You recently received an artwork from Artsper, can you tell us why you picked the work and how you styled it in your home?

I chose an art piece from the Vinyl Collection series of Heidler & Heeps. As I mentioned earlier, my home is very simple and cleanly furnished. By the orange piece of art, the room is somewhat spiced up and thus it is an absolute eye catcher in the room. In addition, orange is one of my favorite colors and because of all these reasons I have chosen the artwork. 

7. The work of an influencer is mostly carried out digitally. Where do you see the future of the creative industry - from online platforms like Artsper to personalities like yourself - going from here?

I think that platforms like Artsper will certainly become much more present in the future, just like other areas in the social networks. However, I think that a mix will remain, i.e. digital and non-digital art in the creative industry.