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Helmut Lang NYC Taxi Cab Campaign & Capsule Collection
December 06, 2017 3:00 PM
This year has been a transformative period for Helmut Lang, a brand so inextricably tied with its enigmatic founder who left his label in 2005 and whose influence still manifests in fashion today. The appointment of Dazed editor Isabella Burley as the label's first ever editor-in-residence marked a series of creative projects that would revitalize the brand by introducing its storied legacy to a modern consumer. The past few months have seen reissues of memorable archival pieces, a "Seen By" artist series alluding to Mr. Lang's strong ties to the art world, as well the debut of its designer-in-residence program kicked off with Shayne Oliver's interpretation of the brand for its Spring 2018 show at New York Fashion Week in September.
A continuation of that creative refresh is laid out in the brand's latest project, a special edition capsule of unisex hoodies and a t-shirt featuring the brand's logo and archival image of a Helmut Lang taxi top from 2000. The capsule collection coincides with the deployment of 275 taxi cabs with Helmut Lang advertisements that will be driven throughout New York City for an entire month. It was Helmut Lang in 1998 who became the first fashion designer to advertise on cabs, and so it is only appropriate that the brand pay homage to a landmark chapter in his career, reminding the next generation of a bit of fashion history. "Impress Your Parents, Wear Helmut Lang" reads one such cab advert.
Although Austrian by birth, Helmut Lang was synonymous with the Big Apple and turned the fashion industry on its head when he decided to show his collections at the beginning of fashion month in New York as opposed to at the very end after Paris, causing every New York designer to follow suit. And nothing is perhaps more New York than the ubiquitous yellow cab. The brand even commissioned photographer Alex Lee to take photos of longtime taxi drivers wearing the Helmut Lang capsule at a body shop in Long Island City, Queens. And so, with so much history to choose from, the ongoing transformation of Helmut Lang will likely continue to touch upon the past while bringing the brand to a new future.
Shop the Taxi Capsule on HELMUTLANG.COM, in Helmut Lang stores, and in select retailers worldwide.
WRITTEN BY MARIO ABAD
EDITOR: HOLLIS DE LANEY
PHOTO CREDIT: HELMUT LANG
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