Comfort, performance and style are seldom co-habitants when it comes to footwear.
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
related posts
KIMIKO EXCLUSIVE INTERVIEW / Fashion story
KIMIKO Exclusive Interview / Fashion Story "Kimiko" is now available!
Namilia NYFW S/S18 Ready-to-Wear
Berlin-based design duo Nan Li and Emilia Pfohl have stuck to their guns and carved out a niche for their relatively young label ...
"Freedom" Enisa x TWELV VIDEO
“FREEDOM" ENISA x TWELV video is now available!
TWELV Magazine NYFW SS18 Party @Better Days
To celebrate the anxiously awaited September moment– New York Fashion Week SS18– TWELV Magazine held it's biannual NYFW party at "Better Days," the newly reopened Lower East Side location...
Elodie Yung EXCLUSIVE INTERVIEW / FASHION STORY "Elodie Yung"
Elodie Yung Exclusive Interview / Fashion Story "Elodie Yung" is now available!
Check inside for the Full Page Editorial.
The Legacy of Yves Saint Laurent to be Honored at New Marrakech Museum
Yves Saint Laurent is not the first to call Morocco muse, but the legacy of his interweaving the North African nation’s vibrant aesthetic into European fashion continues to this day,...
"Close Encounters of the Third Kind" Behind the Scenes Video
"CLOSE ENCOUNTERS OF A THIRD KIND" behind the scene video is now available!
View the video on the right and check inside for the Full Page Editorial.
Fashion Story "Close Encounters of the Third Kind"
FASHION STORY “CLOSE ENCOUNTERS OF A THIRD KIND" is now available!
Check inside for the Full Page Editorial.
TWELV Magazine Celebrates Hissa/CHAMA's Birthday @Public Hotel
TWELV had the pleasure of celebrating the birthday of Editor-in-Chief Hissa/CHAMA Igarashi at the Public Arts space...
Fashion Story "Ane Amour"
FASHION STORY “Ane Amour" is now available!
Check inside for the Full Page Editorial.
Gucci F/W2017 Collection Explores Strange New Worlds
Boldly going where no fashion house has gone before, Gucci launches its latest Fall/Winter 2017 collection with a full-on...
Giuseppe Zanotti X Jennifer Lopez Second Collaboration
After a successful first collaboration, Italian luxury footwear designer Giuseppe Zanotti and ...
TWELV Magazine Party "Summer Soirée" @Kola House
As the Men's New York Fashion Week came to a close, TWELV hosted a party for everyone in need of an unwind during this blistering summer.
Dior F/W2017 Haute Couture Collection
It's impossible to overestimate the impact of Christian Dior's first collection when it was shown in Paris in 1947.
Louis Vuitton Recruits Jaden Smith & Sophie Turner for Series 7
Unveiled earlier this month, Louis Vuitton’s Fall/Winter 2017-2018 campaign continues to impress as the brand remains...
Miu Miu F/W2017 Campaign Starring Kate Moss and the Aboah Sisters
The Miu Miu Girl has always been bolder and sexier than her patrician elder sister, the Prada Girl.
Just Cavalli F/W2017 Collection
In releasing its latest campaign, Just Cavalli has teamed up with...
René Caovilla F/W2017 COLLECTION
Italian designer René Caovilla has tapped into a new kind of sensual feminine energy with the launch of...
Rihanna x Manolo Blahnik Final Collaboration, #SoStoned
For their third and final collaboration, Manolo Blahnik and Rihanna have released the...
Beau Souci Fashion Story "Beautiful Worries"
BEAU SOUCI FASHION STORY “Beautiful Worries" is now available!
Check inside for the Full Page Editorial.
Berenik Opens Soho Boutique & Talenthouse with Dance
Last week, genderless Swiss fashion label Berenik celebrated the opening of its New York City boutique and Talenthouse at 419 Broome...
Rei Kawakubo/Comme des Garçons: Art of the In-Between
“Rei Kawakubo is one of the most important and influential designers of the past 40 years,” said Andrew Bolton, Head Curator of the Metropolitan Museum of Art’s Costume Institute...
MIU MIU "ROOM303" BY Alasdair McLellan
By emulating an all familiar, oversaturated photographic aesthetic—those snaps of friends in the club, a family packed in a restaurant booth, an evening traversing the city, or an illuminated sea...
Nomos Glashütte Aqua Series Watch Collection
Independent German watchmaking house Nomos Glashütte has just released the...
Roberto Cavalli F/W2017 Campaign Starring Eva Herzigova
With the launch of Roberto Cavalli’s Fall/Winter 2017 campaign comes a bold retelling of the classic Italian love affair.
3.1 Phillip Lim Fashion Story "3.1"
FASHION STORY “3.1" is now available!
Check inside for the Full Page Editorial.
BEAU SOUCI VIDEO STORY "LIFE GOES ON"
VIDEO STORY “LIFE GOES ON" is now available!
View the video on the right and check inside for the Full Page Editorial.
Giuseppe Zanotti F/W2017 Collection “Le Rouge Et Le Noir”
Italian designer Giuseppe Zanotti delivers a refreshing dose of dichotomy with the introduction of his Fall/Winter 2017 campaign.
Louis Vuitton x Jeff Koons: The Power of Icons
An L and a V. The combination of these two letters has become one of the most widely recognized trademarks in the world, let alone the fashion world.
“Who is Gabrielle?” #GabrielleChanel
Everyone knows Chanel 2.55, the bag famously created by Gabrielle Chanel in February 1955 and named after the month and year of its birth.
JIL SANDER × NENDO OBJECTEXITILE CAPSULE COLLECTION
Fashion meets design in the conceptual Nendo x Jil Sander Capsule Collection debuting during Milan Design Week.
DKNY FASHION STORY "VASILISA IN DKNY"
FASHION STORY “VASILISA IN DKNY" is now available!
Check inside for the Full Page Editorial.
Tiffany & Co. New HardWear Collection with Lady Gaga
Last year, TWELV introduced the new Tiffany & Co. “Legendary Style” series. The campaign series began in Fall 2016, and featured Oscar-winning actress Lupita Nyong’o and actress Elle Fanning...
INTERVIEW / FASHION STORY "CLAIRE DE REGGE"
Interview / Fashion Story
"CLAIRE DE REGGE" is now available!
Check inside for the full page of editorial
KISSES FROM JILL STUART NYFW F/W2017 BACKSTAGE
The runway is a facade for designers to stage their vision, the strictly choreographed back-and-forth of models shinning a never-ending flow of clothes.