Wearing Helmut Lang won’t necessarily “Impress your parents, your friends, your co-workers, [or] your many followers on Instagram,” but these may be some side effects of the label’s new Spring 2021 slogan capsule collection.
Captured in Dalston and Hackney in East London by Ben Beagent (styled by Tereza Ortiz and featuring casting curated by Lisa Megens, who chose to spotlight a group of young creatives and friends), the capsule centers around a slogan that first appeared in the 1995 issue of Visionaire number 14, titled “HYPE!” This magazine was limited to just 2000 copies, and was said to be a “parody of the media and a spoof on the tabloids. Visionaire had become known as the fashion magazine that didn’t carry advertising, but this issue was full of ‘ads.’ Funny slogans and tag lines were added to every page.”
With this in mind, Helmut Lang takes inspiration from its “Helmut Lang Industries (the only company that cares for you)” campaign that appeared in the “HYPE!” issue and applies that notion to a capsule of hoodies, T-shirts, sweatpants, shorts, and accessories such as socks, face masks, and beanie hats.
Ranging from “Helmut Made Me Do It” and “Helmut Lang Says Stay In School” to “Impress Your Parents, Wear Helmut Lang,” the capsule is informed by 1980s public service announcements and tabloid culture, while tapping into how those in the campaign “have evolved to cope through the pandemic and even how they try to ‘impress their parents’.”
Check out the capsule collection in the lookbook above, and find the entire capsule online now on the Helmut Lang website.
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