Earlier this year we brought you the first look at emerging menswear label Lazoschmidl‘s FW17 lookbook – a sensual offering inspired by the red light districts of Frankfurt in Germany and Washington Boulevard in Los Angeles.

Here, we exclusively premiere the Swedish brand’s imagery for their SS18 collection, titled Liquid. 

Presented during Stockholm Fashion Week, the SS18 collection was a bubbling mix of louche 70s living, sexual liberation clichés and youthful effervescence. As subliminal messages fed over the soundtrack – “Buy loads of LazoSchmidl. Make love in LazoSchmidl” – models evoked Robert Mapplethorpe homoeroticism, wearing snakeskin hot pants, ass-less leather chaps, a lurex bathing suit and jogging shorts that left very little to the imagination.

Shot by photographer Scott West in Malibu, these new images (which will be available as a special fanzine, limited to 100 issues) aptly capture the collection’s inspiration markers, described in the show notes as: “Psychedelic drugs and prints. A collection of sex toys and pop art. Finding a Tinder match in the 1970s. Having sex on a flokati rug. Violence and death. Taking a champagne and blood bath listening to D.I.S.C.O. And finally falling in love with the image of yourself in the mirror above.“

Founded by Josef Lazo and Andreas Schmidl as a multi-format project, Lazoschmidl is rooted in exploring ideas of eroticism, sensuality and vulnerability of the male subject. By subverting sexual taboos and pornographic cliches, the duo blur gender norms and liberate codes of dressing while narrating their own universe; one of 24-hour party people, wild-times characters and a killer wardrobe that champions queer culture throughout.

Lazoschmidl’s SS18 fanzine is available now from the brand’s website. Hurry, only 100 editions will be available.