How did the idea of creating MadLords start?
Serge Muller: Nowadays fashion is an essential tool to differentiate yourself. With
MadLords we want to go against
the ambient codes in male fashion and offer the possibility to
men to have their own authentic style. We selected
about twenty designers, but we also refused many. We have the ambition to
put under the spotlight luxury accessories with a tribal aesthetic.
How do you select the products you offer for sale?
S.M: The product must be made in a traditional way!
We demand that the materials used
are noble (silver,
gold, platinum, leather, precious wood). Designers must have a strong and distinctive style.
Where
does your passion for fashion come from ?
S.M:
Since the
beginning of the 20th century, my family had been
living in an environment strongly influenced by art and creativity! My great uncle, Lazard Berzon,
was a painter and a close friend of
Cézanne. My father is an art photographer and has been a friend of Willy Ronis
for a long time. Many in my family are musicians : jazz players or classical music players. Art and creativity
have always been part of my DNA ... This project has always been flowing in my veins.
Do you think men are willing to wear
accessories in France and abroad?
S.M:
Fashion accessories are going to be
increasingly important in the future. It is a natural phenomenon found among
all those who wish to convey a new aesthetic identity. This trend is not new.
After the American Indians (Apaches, Zunis ...), African tribes, the Sami
people, and others; this aesthetic movement begins to inspire men in Western
countries.
In your opinion, what makes a man look elegant
today?
S. M.: Be yourself! Don’t pretend to be someone else. This is in
my opinion the best way to distinguish yourself through elegance.
Who are the people
that inspire you?
S. M.:
There are many!
The name MadLords refers to Lord Byron who is an 18th century
english poet who invented dandyism. It is a movement that we have decided to
adobt.
Sir Brummel, the
Beatles in the twentieth century and nowadays Johnny Depp are sources of
inspirations for Mad Lords.
