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.







*when is now stands for high-quality, sustainable and lovingly handcrafted goods for children and also adults, imagined, designed and handmade in our own creative studio.

The dolls give me so much pleasure during the creation process and I hope that that they will give the same pleasure to their new mummies. I am curious to hear about your adventures with the dolls. Please send your stories and pictures to office@whenisnow.at.