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

Prada Re-Introduces “It” Bags from 1991-2005

For the occasion of the exhibition at the MET, Schiaparelli and Prada: Impossible Conversations, which opened May 10th, Prada has done a special re-edition collection of some of the bags...

May 10, 2012 1:33 PM  |  Fashion

Gucci Partners with Recording Academy for Special Edition Timepieces

Three years ago the partnership between Gucci and The Recording Academy began with the high-end luxury brand creating special edition timepieces.

May 01, 2012 12:42 PM  |  Fashion
By Hiroshi Sugimoto, used in Women’s Wear Daily<br>http://www.wwd.com/fashion-news/fashion-scoops/shadow-play-5825183

Hermès Partners with Hiroshi Sugimoto for their Editeur 3rd Edition

For the third edition of the Hermès Editeur project- where the luxury brand combines the fine art world with various textiles- Hermès has partnered with Japanese photographer Hiroshi Sugimoto.

May 01, 2012 12:21 PM  |  Fashion
By Ilvio Gallo / Courtesy of Azzedine Alaïa

The Life of Azzedine Alaia

Azzedine Alaia was first introduced to fashion as a young boy when assisting the famous midwife Madame Pinot.

May 01, 2012 11:58 AM  |  Fashion
By Grace Bol, used by Style.com

Manish Arora: Creative Director for Paco Rabanne

Manish Arora, a fashion designer known for his wild prints, bright psychedelic colors, and over the top looks, was appointed the creative director of Paco Robanne early last year.

May 01, 2012 10:30 AM  |  Fashion
Photo courtesy of MAC Cosmetics

MAC’s Reel Sexy

The latest collection in MAC’s line of cosmetics, Reel Sexy, is dramatic and bright, the embodiment of Spring and Summer.

May 01, 2012 8:53 AM  |  Fashion

Noritaka Tatehana: The man behind heel-less footwear

We have all seen Lady Gaga walk around in her 9 Inch heel-less shoes and wonder in amazement how she keeps herself up; well here I am going to introduce you to the man behind these infamous shoes...

May 01, 2012 8:37 AM  |  Fashion

Pages

SITE BY: monocomplex©Marbles & Marbles International Inc. Drupal Development by: DivDiv, NYC
▲ back to top ▲