LAZOSCHMIDL, an independent fashion brand, made its second appearance on the official Paris schedule this season, marking a significant achievement for the designers. Despite being based in separate cities, Stockholm and Frankfurt, Josef Lazo and Andreas Schmidl have had a significant impact on the fashion industry with their unique approach to queering fashion.
The duo, who are both queer, have been exploring references and narratives that interest them without a specific agenda or label. According to Schmidl, “It’s not about queerness per se, it’s about body culture, body self-identification, and freedom is always there.” The designers also emphasized that they are not fighting for something, but rather offering an alternative to the current norms in fashion.
This season, LAZOSCHMIDL continued to push boundaries with its exploration of nudity and sport. Models walked the runway in various states of undress, showcasing items with minimal fabric such as floral print Speedos and orange briefs emblazoned with the word “appetit.” The collection also drew inspiration from sportswear, featuring tight wrestling singlets, leopard print running tights, and tie-waist cotton pants.
One of the unique aspects of the brand is the way the designers work. Schmidl, with a background in literature, handwrites his ideas for pieces, which Lazo then interprets into design. For the first time, the duo also used AI to create their prints, resulting in designs that resembled vintage advertisements. They were surprised by the eerie similarity of the AI-generated prints to their own ideas, describing it as a reverse form of desire in today’s world.
The brand, which is 10 years old, has a strong online sales channel and has found a steady client base. Singlets, which have been a signature piece for LAZOSCHMIDL, made a comeback after the brand moved its knitwear production from China to Italy. With their unique approach to fashion and growing influence in the industry, LAZOSCHMIDL is a brand to watch.
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