Lazoschmidl Spring 2025 Ad Campaign


"Unpublished Material" Spring 2025 Ad Campaign

Review of Lazoschmidl “Unpublished Material” Spring 2025 Ad Campaign by Photographers Juanjo Martinez and Daniel Riera with models David, Roger, Uriol

Lazoschmidl explores rituals of intimacy with the latest issue of its fanzine, “Unpublished Material,” highlighting its Spring 2025 collection. The project features photography and cinematography by Daniel Riera and Juanjo Martinez.

The new collection sees the design duo of Josef Lazo and Andreas Schmidl continue to blur the lines of underwear, club wear, and athletic wear while breaking down gender binaries and exuding a youthful and utterly sensual spirit of queer eroticism.

The imagery conveys this perspective with a pretty simple theme: beautiful twunks working out. Exploring the physical and spiritual ritual of developing and taking care of the body, these intimate portraits attest to the beauty of the male form while rejecting traditional expectations of masculine identity. We feel at once that we shouldn’t stare, yet we can’t look away.

The accompanying short film puts these portraits into intoxicating motion while overlaying them with atmospheric club beats and a poetic reflection on selfhood.

Lazoschmidl is a unique brand, drawing internet and club culture into its sensitive and intimate take on a new kind of menswear. The fanzine format is another example of how this distinct perspective expresses itself – not to mention it’s hot as heck.

Lazoschmidl Creative Directors | Josef Lazo and Andreas Schmidl
Photographers | Juanjo Martinez & Daniel Riera
Artistic Director | Andreas Schmidl
Movement Director | Lluís Garau
Models | David, Roger, Uriol
Stylist | Josef Lazo
Hair & Makeup | Alizia Moreno
Casting Directors | Rytas Matuliauskas & Antonio Delgado