Helmut Lang’s FW18 Campaign Pools Together a Crop of Talented Multidisciplinary Artists

Dubbed “Smart People Wear Helmut Lang.”

Fashion
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In her first official act as editor-in-residence, Alix Browne devised Helmut Lang’s Fall/Winter 2018 “Smart People Wear Helmut Lang” campaign, summoning a diverse mix of creative mavericks all dressed in staple wares from the label’s archive, current and forthcoming collections. The talented multidisciplinary cast — consisting of poet Amanda Gorman, filmmakers James Ivory, Josh Safdie, and Benny Safdie, designer Max Lamb, lawyer Pati Hertling and artist Wu Tsang — can be seen sporting pieces from the imprint’s Fall 2018 and Resort 2019 lineups, respectively, the “Under Construction” denim relaunch line, an upcoming collab alongside Parley for the Oceans, in addition to rare archive pieces.

When asked to comment on the project, Browne had this to say:

“One of my favorite quotes from Helmut Lang is that people who wear the brand have a sense of intelligence about them. The essential language of the brand is largely embedded in the clothes — the idea being perhaps that people who have really interesting inner lives, especially the brilliant people in this series, don’t necessarily need to broadcast the fact on their sleeves.”

To help celebrate the project launch, Helmut Lang will release themed hoodies and T-shirts, which will drop sometime in September at the brand’s storefronts and online shop.

In other fashion news, Lil Yachty’s Supreme collection is selling on Grailed.

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