Velvet

Lady Oz is back - 28.10.2025

Reflections on fabrics, elegance and the charm of velvet

Today we turn to a fabric that has stood for shine and depth for centuries: velvet. Whether smooth or with a gentle rib structure, this season it enters our wardrobes with strength. 

Velvet has many faces. It appears in formal silhouettes, interpreted in the business look but with a dandy touch, a play between seriousness and irony. At the same time, it becomes highly theatrical, with soft movements that catch the light and create an almost stage-like effect. 

What is particularly exciting is the new casual approach: velvet, deliberately washed out, softened with wear, worn in suits or ensembles that can even be combined with each other. This new way of styling frees velvet from its traditional festivity and gives it everyday relevance. 

Whether as a suit, jacket or trousers, velvet is always present. It gives depth, structure and an elegant ease that is both noticeable and understated. 

Velvet is a fabric of contrasts: sensual and resilient, formal and free, classic and yet always new.

Warmly, Your Lady OZ
Lady OZ

Explore Oberrauch Zitt

Tailoring
Oberrauch Zitt Bolzano
An addition to Oberrauch Zitt's fashion offerings: The new tailoring shop opens its doors, promising an innovative approach to traditional tailoring. The tailoring shop offers a variety of services, including alterations, repairs, adjustments to newly purchased and beloved personal garments, custom work for women, men, and children, sale of fabrics and accessories, as well as custom-made curtains, bedding, and table linens.
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Stores
Oberrauch Zitt Bolzano
The main store was built in 1290 was built in 1290 in the centre of Bolzano and has been owned by the Oberrauch family since 1848. On six floors, customers are immersed in a world of beauty that impressively combines exclusivity, zeitgeist and a fascination for alpine elements. Oberrauch Zitt has always been the first address among the Bolzano arcades when it comes to fashion of the highest aesthetics and quality.
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Stores
Oberrauch Zitt Merano
In 2019, the Oberrauch Zitt shop in Merano was completely redesigned by the noted South Tyrolean architect Walter Angonese. Now more than ever, the Merano ‚annexe‘ embodies Oberrauch Zitt‘s corporate philosophy: to offer customers personalised service and the highest quality in an exclusive ambience.
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Stores
Lodenwelt Vandoies
The history of loden is a South Tyrolean success story. For centuries, this material has been appreciated for its qualities. Warm and breathable, it insulates against rain and always has an excellent fit. Heiner Oberrauch, owner of the Oberrauch Zitt shops, realised the potential of this precious South Tyrolean handicraft and created the Loden Museum in Vandoies in 1999.
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