The first label to broadcast a collection on the Internet, for his Fall 1998 show, Helmut Lang posted each look on helmutlangny.com and made the images available on CD. Today, the brand debuted their latest campaign, a 90s inspired dating show, reworked as a series of 12 Instagram personal ads. The VHS stills, shot by Alex Lee, are reminiscent of the softly lit headshots from late 80s and early 90s Love Connection episodes. The diverse casting offers a nod to the distinct community Lang built during those years.
The collection and the digital photo project are the first to launch under new editor-in-residence Alix Browne. Browne told Vogue, “I recently had a realization that I’m constantly matchmaking friends and thought it would be fun to invite these friends (and friends of friends) to be a part of the Helmut Lang community, while potentially helping them find love in their lives.”
The garments, which are now available online and in stores, are largely based on archive pieces from the house, reimagined for today’s market. Among the clothes, we see a nude mesh sleeveless turtleneck; black and white tanks and T-shirts with signature Lang twists; a pink slip knotted at the hem, as well as a lurid lime version gathered at the waist.
Feature image via Helmut Lang