The brand returns Helmut Lang on its disruptive 90s advertising campaigns in a new tablet series.
Stark, minimalist, and interest-seeking, Helmut Lang was the top of the biting counter-cultural mind-set that permeated the 90s.
Along scooped-out, nipple-baring vests, utilitarian denim, and extreme-reduce tailoring. Lang have become synonymous for sharp, kind-only anti-advertising campaigns.
With the help of jenny holzer’s penmanship, monochromatic slogans had been pasted guerilla-style throughout magazine spreads in a complete rejection of the sleek general of the day.
Now, the logo is returning to such infamous statements, like “galvanize your dad and mom put on helmut lang”, in a capsule collection fittingly referred to as slogan.
The restrained edition series is made of lockdown appropriate hoodies, joggers, and sweatpants, which come emblazoned with “my helmut is older than yours”, “helmut made me do it”, and “helmut live in school”.
Those particular aphorisms were first featured in visionaire 14 hype!
A 1995 spoof mag which parodied the mainstream media and tabloid press.
The magazine changed into packed with mock articles, style shoots, and classified ads.
To which helmut lang contributed a david sims lensed advert for “helmut lang industries, the best company that loves you”.
The tablet’s accompanying campaign become shot in dalston over lockdown and stars a number of young creatives.
Who got here together to reply the query as soon as and for all – how do you galvanize your dad and mom?
Turns out it’s simply via being your self. “She try to always be the maximum actual model of myself to expose them.
How the sector is becoming a better place for anybody to exist,” considered one of them says.
The collection is now to be had on helmut lang’s online store. Click through the gallery above to peer what’s on offer.