The Swedish/German label Lazoschmidl positions themselves as your youth trend setter of choice at Stockholm Fashion Week AW17. The label presented their collection ‘Velvet & Cream’ on Sunday night in front of a large audience at Kulturhuset.
We had previously seen Lazoschmidl having their breakthrough as one of the Swedish Fashion Talents last year and we were hooked by their uninhibited style. With a few collections under their arm, their designs now come stronger and more unrelenting than ever.
Swedish Fashion Talents is a project that the Swedish Fashion Council has been managing since 2005. Their aim is to support new fashion brands with their growth to become recognized within the fashion market.
This season Lazoschmidl comes back to Stockholm Fashion Week‘s runway with some pieces that evoke the early 2000’s with a hint of 90’s with textures that mix transparency, velvet in bright colours, vinyl, fake fur with animal print, glitter and metal pieces. Behind the parading models at their fashion show we can see a light art installation by Keith Sonnier and Bruce Nauman with neon signs that are reminiscent of the red light district in Frankfurt or Washington Boulevard in Los Angeles. All of these are a part of what inspires the designer duo of Josef Lazo and Andreas Schmidl.
Their androgynous style is still a constant, but now their designs come with an air of naive sluttyness showing a lot more skin in pink and blue pastels, backless tops, visible vinyl underwear, metallic jumpsuits and lots of reds both in outer- as well as underwear. I cannot explain exactly why the Lazoschmidl collection takes my mind back to Trainspotting. They could easily have had styled that film, definitely! And being a child of the 90’s myself, that fills my heart with a melancholic happiness.
“Everything is obvious, explicit even. Classics of gay culture are re-contextualized for the sexual revolution of 2017. Chaps and pleather, velvet and silk. Women’s lingerie on ripped torsos, lipstick on cheeks, fur stoles on manwhores. Shania Twain and Britney Spears impersonations of the opposite sex. Freedom. Taste it and take a sip.” Lazoschmidl