PARIS FASHION WEEK
INTERVIEW WITH SIRLOIN
Last season we have been stunned by their very unconventional presentation in place de La Madeleine public toilets. In the middle of a 1930’s decor, models were chilling in elegant vintage inspired men’s garments. This season, for their PAM SRPNIG collection presentation SIRLOIN opted to reveal the intimacy of “clonesque” Miami blonde models hanging in an artsy apartment. SIRLOIN is a japanese/swedish duo formed by Mao Usami and Alve Lagercrantz. After being graduated from Central Saint Martins School of Arts, London in 2013, they respectively worked for Louis Vuitton and Dries Van Noten, and decided to launch Sirloin showing their first collection A/W 2017-18, in the toilets ! They have already been rewarded by the LVMH Grand Prix Scholarship, L’Oréal Young Design Talent and the Sally Woodward award. Well, that’s the hell of a good start, isn’t it ?
First tell as about your name : that sounds anything, but fashion, and that is really cool :-) !
We were looking for a word that sounded elegant but actually meant nothing, SIRLOIN is simple just a piece of meat.
And of course since underwear is our core product we felt it was nice to highlight such a sexy spot on the body.
You are both from two very different cultures and countries, how these origins mix and respond to each other in Sirloin universe ?
We are not too concerned about our cultural background. Actually we are not even so sure if Japan and Sweden are so different. Both are quite minimal, quiet and clean countries that are famous for fish...
We have very similar attitude towards fashion but actually very different approach to design, Mao is very focused on tailoring and details and Alve is more fabric and draping.
We complete each other in a very good way.
Last season, for your very first presentation in Paris you offered us a very very unconventional and amazing presentation in the public toilets of place de La Madeleine . And this year you surprised us again with your blonds clones models. Why was it so important to choose such a singular and odd place for you, and what did it brought to your brand communication ?
Our garments are quite realistic, anchored in how people actually wear them.
For SIRLOIN, the presentation is where we can combine both our concept and the reality of clothes to communicate our brand philosophy “Stupid Elegance”.
And of course we always want to make people happily surprised !
How is it going since your first presentation, how people responded to that collection, and this new brand ?
It has been good responses both from media and buyers. Many people remember us for the toilet presentation and also found the brand concept interesting.
What kind of evolutions do you see for Sirloin ?
We think the fashion industry is a very competitive and fundamentally conservative business, other industries have during the last years evolved much further.
We believe that fashion can be much more opened and easy-going.
We also want to merge the gap between underwear and outerwear. Both on the shop floor as well as in people way of dressing.
How do you fantasize your brand long-term future ?
We very much hoping that SIRLOIN becomes the hub to accept people’s easiness, laziness, and witty approach to fashion.
Any question you always wanted to answer, and that nobody ever asked about you or your work, or anything else ?
We think everyone should ask themselves how much fun they have with fashion?