Lutz Huelle vividly remembers arriving in Paris in the ’90s, a time when he experienced the city’s unique charm and style with a fresh perspective, much like Alber Elbaz. His reflections on Parisian fashion emphasize the effortless elegance and insouciant approach to styling that is deeply ingrained in the city’s culture. Huelle is particularly fascinated by the seamless integration of couture into everyday life in Paris, a phenomenon characterized by its unique blend of incongruity and energy. This perspective, specific to Paris, also resonates with women globally, allowing them to find a piece of themselves within this diverse fashion landscape.
In his role as an Amigo for AZ Factory, Huelle continues to shape his distinct contribution to the fashion incubator. As the only recurring designer to date, he brings a mix of intuition and a cohesive vision to the brand. This season, Paris takes center stage, its influence reimagined through captivating designs that emphasize comfort and ease. The collection embodies a “dress up and get on with it” attitude, featuring asymmetric dresses with playful ruffles, grayscale denim suits, and vibrant fuchsia and red hues that create an instant couture connection, now presented with a lighter, more playful personality.
AZ Factory, co-founded by Alber Elbaz and Richemont, represents a new era in smart fashion that cares. It supports independent designers, providing a platform for their creative expression on a larger scale. The brand has collaborated with a range of designers, from emerging talents to established names like Paris-based Lutz Huelle, Molly Molloy and Lucinda Chambers of Colville, South African designer Thebe Magugu, and the size-inclusive brand Ester Manas. AZ Factory champions recently graduated and award-winning designers, offering them access to high-level expertise and a talented professional team to support the launch of their first collections.
