“About the Brand”
by Art of Moment Photography
Lienhard VIII
My name is Jane Yanie Lienhard, based in Switzerland, and together with Aurora La Russa, we create Muay Thai–inspired streetwear that blends tradition, discipline, and modern design.
What makes your brand or creative approach unique?
What makes our brand unique is the way we combine tradition with modern design. We integrate Thai tattoos, Sak Yants, and their deeper meanings into our design process.
One example is the Suea Koo Sak Yant (Twin Tigers), a traditional Thai sacred tattoo featuring two tigers facing each other. It is historically chosen by fighters and soldiers, as well as by business leaders and individuals seeking confidence, success, and authority.
We translate these meanings into clothing while thinking beyond the gym. With old-school silhouettes and a modern touch, we are creating a new expression of Muay Thai wear that exists in everyday life, not just in training environments.
What story does your brand or work tell?
Muay Thai is not just a sport. It is a mindset and a lifestyle. I realized that you only recognize fighters when they are on their way to training. Outside of that, their identity often disappears.
With Lienhard VIII, we bring that identity into everyday life. The mindset of a fighter should not only exist in the gym. We want it to be visible on the streets, in daily situations, and across different environments.
What do you want people to feel when they see or wear your designs?
People should feel proud of themselves and be part of a community where honor, discipline, and purpose matter, and where excuses do not exist. It is about knowing what they are fighting for and carrying that mindset with them
every day.
The process started with observation. I spent almost ten years in Muay Thai gyms training and noticed that many fighters and people connected to Thailand carry Sak Yants. This made me question why, and I began researching their meanings, heritage, and placements.
At the same time, Aurora and I observed how fighters move and how they arrive at the gym, often wearing tracksuits and carrying their gear in a very specific way. Aurora then developed these ideas further. She immersed herself deeply in Muay Thai by studying movements, rituals, and the practical needs of fighters. She researched how athletes train, how they carry their equipment, and how they move before and after stepping into the ring. Also she studied Thailand’s culture and nature itself.
From that dedication came thoughtful design decisions that combine aesthetics with function. We integrated discreet inside pockets designed specifically for essentials like mouthguards.
Who do you choose to work with on your shoots, and why?
I work with skilled photographers, models, and creatives who are also part of my personal circle. Trust and energy are very important to me because the environment directly influences the outcome. Being able to work with talented models as Tristan Cuma Stöhr and Nina Tanner, as well with a skilled photographer such as Kurt Oswald was a safe space to be at. For me, being in the right mental state is essential to create. When the atmosphere feels natural and positive, the result becomes more honest and authentic. At the same time, I collaborate with real fighters who understand movement through muscle memory. Their presence brings a level of authenticity that cannot be staged, and that is essential for our visual identity.
Walk us through your creative process from idea to final product?
What do you want your brand to stand for beyond the product?
Our mission goes beyond fashion.
One percent of our success supports an orphanage in Khon Kaen, Thailand, which is the founder’s hometown. This is our first step toward a larger vision of helping protect vulnerable children and contributing to the fight against child exploitation. We also support elephants and nature in Thailand’s national parks, honoring and preserving the country’s cultural and natural heritage.
For us, strength is not only physical. It is about taking responsibility and using our platform to create awareness and positive change.
What people often do not see is the intention behind every decision. We consciously choose sustainable fabrics and focus on high-quality craftsmanship to challenge the fast pace and waste of the fashion industry. We believe clothing should last, just like the values it represents. In a fast-moving world, choosing quality, intention, and responsibility is our way of doing things differently.
What is something people do not see behind your work but should?