Although Alber Elbaz died just three months after AZ Factory’s official unveiling, the label withstands as one of fashion’s great experiments. Here, Lutz Huelle talks about being the third designer to create a collection for them
he is an unexpected recruit to continue Elbaz’s legacy.amed after the first and last letters of the designer’s name, a project that Elbaz himself called a “reset”. It was a great fashion experiment that Elbaz didn’t see come to full fruition.
Huelle says in his soft native German accent, which persists despite the fact he has lived in Paris since the late Nineties.Although Elbaz died just three months after AZ Factory’s official unveiling, the label continued with his plan as a solution to finding an identity for a young brand without its founding creative director.
As a child, Huelle’s interest in fashion was initially part of something far wider. “I was always interested in popular culture, anything that could make my life feel more interesting than it was,” he says now. “I come from a small town in Germany, there wasn’t that much to do – it was an industrial place.” He was born in 1966 and raised in Remscheid, in what was then West Germany; his parents had standard hopes that he might work in a bank or become a footballer.
He liked sparkle, as does Huelle – the dumb glamour of diamanté and sequins, chafing at the confines of good taste.
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