The Fashion Language of Akris

October 4, 2021
Albert Kriemler – courtesy Akris

In 1922, Alice Kriemler-Schoch founded Akris as a small company manufacturing dotted aprons from St. Gallen, Switzerland. Nearly a century later, Akris remains independent and family-run: initially, by Alice’s son Max starting in 1944, and now his sons, CEO Peter Kriemler, and Albert Kriemler, who is creative director. As the only Swiss house on the official Paris Fashion Week calendar,  global reach, Akris is recogised for its luxury fabrics, refined positioning and inspired artistic collaborations. Here, Albert answers on behalf of Akris. 

Why is the future such an important element of fashion?
It exudes excitement, evolution, and always a desire to change. That’s what I like about fashion. It thinks in terms of now. And tomorrow.
 
How do you imagine your brand evolving over the next decade?
We still believe in being an independent, vertically integrated fashion house, owning and caring for every step of the process — from the inspiration sketch to the woman who wears it. Having your own culture is key in an industry of constant change.

Do you think about the future when creating a collection?
Rather, it is curiosity and the idea of constant innovation that drive me. The courage to surprise is the only way to give new collections the freshness they need. 

What is the most defining idea or look in this collection?
A woman and an apron. And the dynamic, almost intuitive move, when she slips into it and wraps it around herself. There is something protective as well as strong about it. 

How does this collection compare to your past collections?
It is all about an essence. A translated foundation of our house into the now. My grandmother, Alice founded Akris sewing aprons from St.Gallen fabrics and embroideries in 1922. Working with vintage embroidery from the archive for recycled patchwork dresses and suits, the collection evolves around the idea of an apron for today. 

What remains constant across the past, present, and future of fashion?
That fashion is about the person first. To me, what you wear on your skin is essential. Clothes should not only be to look at; you should feel protected and empowered through their comfort. Fashion is a language, we all know. But first and foremost it is a conversation between a woman, her body and her clothes.

This interview has been lightly edited.

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