Here’s a first look at the all-new Helmut Lang

The iconic brand will relaunch with a collection from Shayne Oliver.

[T]hough the designer himself quit to become a fine artist in 2005, the enduring work of Helmut Lang has remained a key influence on fashion for the past 12 years. During that time, Lang’s refined minimalism has been namechecked by everyone from Raf Simons to Kanye West, with the 90s renaissance also ensuring his designs continued to be shared and referenced by fashion fans worldwide.

The brand is now on the cusp of a renaissance. In March, it was announced that Isabella Burley, editor-in-chief at Dazed, had been hired as “editor-in-residence” to oversee a series of guest collections, the first by Hood By Air’s Shayne Oliver, and an effective relaunch of the label.

The first campaign in this new era has been revealed. Shot by Ethan James Green and styled by Robbie Spencer, the images feature a revival of the original Helmut Lang typographic logo and appearances from Alek Wek, former adult film star and Cry Baby actor Traci Lords and Oliver himself.

Oliver’s collection – entitled HELMUT LANG SEEN BY SHAYNE OLIVER – will be unveiled on the runway in New York on September 11th. For now, the campaign images give an insight into exactly how that collection may appear. There are archive reference – including Lang’s famous, nipple-bearing tank top as well as heavy punk references, pinpoint tailoring and a flash of 80s glamour. See the images below.

Helmut Lang will also present art each month. A series called “Seen By” will feature iconic artworks repurposed as posters, t-shirts and special products. This list of names confirmed for involvement includes Peter Hujar, Leigh Ledar, Carolee Schneemann, Adrienne Salinger and Carrie Mae Weems.

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