A multimedia collaboration between Joachim Baldauf and Patrice Brylla for the 90th anniversary of the Swiss fashion house Akris.
This series won a Swiss Photo Award in 2012.
Spectacularly unspectacular: this is how one leading American fashion critic deftly characterised the house of Akris, and she is right on target. Akris stands for state-of-the-art fashion that makes perfect sense, effortlessly adapting to the needs of today’s women, where true creativity and innovation segue into wearability – fashion whose clear, architecturally inspired lines will work as well tomorrow as they do today.
Fashion at Akris goes beyond mere visual appeal. Clothing is a protective sheath that enters into a sensual dialogue with the body of the woman who wears it. This is why fabrics play such a crucial role. For Akris designer Albert Kriemler, they are the mother lode of fashion and one of its most important sources of inspiration. In his own words: “The design of every item begins with a piece of fabric in my hand.”
Akris is exclusive, a quality enhanced by the subtlety of understatement. Albert Kriemler pinpoints his objective: “When a woman walks into a room, I want people to notice her personality first and her clothing second.”
(Akris company profile)