In 1903, Adolf Loos edited the journal Das Andere – Ein Blatt zur Einführung abendländischer Kunst in Österreich, in which he expressed his thoughts on, and theories of, contemporary architecture, fashion, and design. The publication was born out of Loos’ aversion to a superficial aestheticization of life in Austria, which he saw embodied by the “Wiener Secession” and later on “Wiener Werkstätte” and “Werkbund”.
As a counterbalance, in Das Andere he showed his admiration especially for the fashion and culture of England and America. Contemporary advertisements on these subjects were included in the journal, which ran for just two
issues. Beatriz Colomina supplements the reprint of Das Andere with an extensive commentary.