MadLords’ revolution is on its way

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 20^th 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 18^th 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.