Everything new at Helmut Lang! The brand, founded by the same-named Austrian-born designer, announced big changes and some cool new projects back in March. Now, they finally reported some more information about what is going to happen (and what already happened). The first step was to hire Dazed & Confused – Editor-in-Chief Isabella Burley to be Lang’s new Editor-in-Residence. She wants to re-brand the label and started this by relaunching the social media accounts and the website.
In the late 80s and early 90s, Helmut Lang was at the climax of its success. After this hype declined it became more of a basic brand. Recently many international designers go back to these old creations, copying former iconic Lang designs for their own collections. With this sudden great interest in the brand, Burley wants to regain the power over it and thereby mixes influences from the past with present-day phenomena.
For reviving the old spirit, “Re-Editions” of former collections will be released. In “The Artist Series” Visual Artist create their personal impression of Helmut Lang by construing it in artworks. For the "Helmut Lang Design Residency", guest designers will be hired to design runway collections for the house.
Some Helmut Lang All-Time Classics:
All the projects, guided by Burley, should bring back the sovereignty over it and re-gain the importance it once has – especially now, that the original designs became trend pieces of fashion again.
For The Artist Series, photographer Ethan James Green shot personalities as Alek Wek or designer Shayne Oliver wearing pieces from the first Re-Edition. Oliver, former Hood-by-Air-Designer is also the first guest designer who will show his collection at New York Fashion Week this September.
And as amazing as the first campaign looks; we can’t wait for more to come!
See the first Artist Series, shot by Ethan James Green in the gallery…