OC: How would you describe your brand, Lazoschmidl, to someone who is unfamiliar?
AS: Taste the forbidden fruit.
JL: …or just conceptual menswear with a taste of the forbidden fruit hehe.
OC: How did you guys meet? Explain your partnership and how you co-creative direct.
AS: We met online before the age of apps, so it was actually hard work that has proven to pay off using all kind of digital tools to stay connected, communicate and create. The creative process involves both singular times and collaborative times. The conceptual storyline is put in words by me, then we collaborate on the mood board, the colors, sit together drawing the looks to dress our character(s), resource materials together and then Josef starts the design process with virtual discussions, fittings in between, resulting in rewriting, rearranging and redesigning until everything makes sense and matches the initial idea. It’s a continuous WhatsApp dialogue since I am based in Germany and Josef is based in Sweden.
JL: And the distance is just modern, we get to travel and discover places as our normality. Since we have very different backgrounds and experiences, the responsibilities fall naturally in place. You take care of what you are best in.
OC: Your point of view is strong and consistent season to season. Do you find yourself looking to specific people or things as a perpetual source of inspiration? Do you have any muses?
AS: Our own combined fantasies create the LAZOSCHMIDL character - it is 100% self-contained.
JL: And, this ’persona’ travels well in each season. We’ve discovered this after doing a few collections..
OC: There is always a palpable air of sexuality to your clothes. Whether it's butt cheek cut-outs, a shear top, or explicit text that literally says "I Love Penis." Where does this freedom find its roots with you?
AS: The theory of sex interests me a lot, the conceptual struggle, triggering play and fantasy. Sex is a great mental and intellectual working model.
JL: Don’t they always say sex sells..
OC: There is definitely a wave of designers like you who are distancing themselves from the rigid structures previously associated with traditional menswear and/or womenswear. Was it deliberate to be a part of this movement - or was it somehow accidental, a mere manifestation from expressing what you wanted to express?
AS: It was more or less the pure acceptance that this is the age we live in, we didn’t invent it, we document it, and we are happy to see how people embrace our clothing as something natural and logical.
JL: I also think its the combination of our minds. If I had done something completely alone it might have looked completely different.
OC: In this time, what other brands or designers do you look up to? What brands would you enjoy seeing on the same rack as Lazoschmidl?
AS: We would love for Jean Paul Gaultier menswear to come back, same with Miu Miu, and we enjoy the company of Walter van Beirendonck.
JL: Miuccia Prada always.
OC: How do you see Lazoschmidl growing in the next few years? What do you want to accomplish with the brand?
AS: An empire state of mind.
JL: We believe growing organically is the best way.
OC: To end - what can people expect from your upcoming SS19 show in Stockholm this August? Any hints as to what will be walking down the runway?
AS: Everyone wonders ‘Will it be sexy?’ We say ‘It will be cute!'
JL: And romance…