Helmut Lang Enlists Slava Mogutin for SS19 "Logo Hack" Collection
Hyper-masculine logomania.
Helmut Lang presents its Spring/Summer 2019 Jeans collection with the assistance of New York-based, Russian-American multimedia artist Slava Mogutin and his director Jan Wandrag.
The latest installment of the “Logo Hack” series sees a collection of T-shirts, sweaters and sheer nylon tops with the collaborative slogans “Helmut Go-Go” and “Stock Boyz,” alongside a “1-833-HELL-YES (1-833-4355-937)” number which is printed alongside the logomania. After dialing the number, callers are presented with a pre-recorded conversation with Slava and prompts that lead to a series of events over the phone.
The fonts used and print placement hooks into the idea of questioning gender norms and stereotypes. The selection of prints is placed in a typically hyper-masculine area, such as broadly across the back and the left of the chest, as you would experience with workwear. This aesthetic is mimicked in the font shape and color, adorning a block-type in a chromatic hue.
The standout piece from the collection is the sheer nylon top, which comes with artwork designed by Mogutin and Wandrag. Priced from $195 USD, head to helmutlang.com and Helmut Lang stockists worldwide to pick up your favorite item from the collection.
For more logo-heavy T-shirts, check out the latest from NAPA by Martine Rose’s SS19 collection.
