A hero in his bedroom…
by Luca Imbimbo
“The best ideas come as jokes. Make your thinking as funny as possible.” – David Ogilvy
Josef Lazo and Andreas Schmidl dream, experiment, have fun. Their Lazoschmidl is an outrageous love declaration to the contemporary man, to the real big-boy. He’s a hero in his bedroom who loves excesses and nonconformity but at the same time comfort and relax.
We met the creative duo same day ago and that’s what they told us…
Hello Guys! How did your interest in fashion start?
We were both deeply interested in design and aesthetics form an early age. We sew our own garments or dressed friends and family and drew outfit ideas in our teenager notebooks. Now we can fully explore and craft all these ideas and make dreams a reality.
Why did you decide to start your own label?
It all started as an experiment and a one-time project to explore a conceptual idea into wearable results. It got picked up quite quickly by the international press so we decided to keep on doing it and growing organically.
Lazoschmidl: how did you pick this name out for your brand?
It’s a combination of our surnames. When we decided to start our brand we tried many different combinations and this one felt the most unexpected and unheard.
Who is your ideal customer?
A hero in his bedroom.
Tell us something about the SS19.
It’s the idea of a first date when everything around you melts into a psychedelic dream and you just feel a kiss on your lips. Wallpaper, curtains, and floor become garments projected onto the naked skin.
What are the key pieces of it?
A sheer silk organza neglie top with a Bruce LaBruce print from the movie set of Super 8 1/2 as well as hand-embroidered crochet bandeau tops and wrestling singlet with cuddle toy animal faces.
As always, our last question… According to you, what is really FUCKING YOUNG! today?
Being naive but confident about your own beliefs and turning them into truth!
Check out below the exclusive story featuring Lazoschmidl SS19 pieces, shot by Alexandre Chagnon in exclusive for Fucking Young! Online:
Coach Spring/Summer 2019
Alexandra Moura SS19 Backstage!
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