This past Friday, broken-hearted boys with tear-soaked cheeks marched through the Grand Hotel to a breezy sentimental disco remix of N*SYNC’s Bye Bye Bye. It was the second time Andreas Schmidl and Josef Lazo showed their eponymous brand, LAZOSCHMIDL, at Stockholm Fashion Week and everyone in attendance was expecting one thing: sex. And, bless their hearts, that’s exactly what we got. In fact, before the models stormed the runway, a trippy robot voice reverberated through the space, smoothly cooing, “Make love in Lazoschmidl”.
The show marked a continuation of Schmidl and Lazo’s unabashed celebration of homoeroticism – leather chaps with butt cut-outs, silky button-down shirts, shimmery speedos paired with a cropped sparkly polo embroidered with the words “I love penis.” The collection, which carried a devil-may-care 70s vibe, was inspired by a day trip the pair took to Palm Springs, which set their imaginations aflame. ”In Palm Springs we observed the googie architecture style,” the duo explained in an email. “We are dressing characters from a movie set, so to speak”.
Titled ‘Liquid,” the collection was intentionally made to arouse, pulling from a range of sensual references – the pool, the sky, champagne (no mention of that er, ”other” sensual liquid, but the penis sweaters suggest that it also served as inspiration. “It is inspired from the time we are living in now, where everything is changing – constantly in a stage of creating our own liquid digital identities,” they explained.
In just two seasons, LAZOSCHMIDL has become a highlight of Stockholm Fashion Week, breaking through the mold of tried and true fashion minimalism. It should come as no surprise that the brand counts its other home base as Berlin, a context in which their sexually-charged wares might not be so out there.
Still, the boys aren’t actively trying to subvert the mainstream. When asked who their ideal customer is, they cheekily responded “Kim Kardashian West.” We’d love to see her in that penis shirt.
BTS Photography by: Olof Grind