Talking all about Fashion HELMUT LANG: First Look At The New Helmut Lang

SOME things you need to know about Helmut Lang: this man exerted total control over fashion in the Nineties. He was one of the first designers to embrace the internet, broadcasting his new show online in 1998. 

He was responsible for New York Fashion Week moving from the end of the month-long fashion show schedule to the beginning. He was obsessively attentive to detail. He ushered in a decade of minimalism. A generation of fashion editors grew

up aspiring to own a black Helmut Lang suit and gold-tipped shoes. Then, in 2005, he quit.

Helmut Lang the man now lives as an artist in East Hampton. Helmut Lang the brand, however, is about to get a serious reboot. At its helm is Dazed and Confused’s editor-in-chief Isabella Burley, operating under the title “editor-in-residence”. Burley, the chief executive Andrew Rosen outlined in March, will oversee all creative aspects of the brand, and will sign up individual designers to work on solo collections, beginning with Shayne Oliver of Hood By Air.

Sounds like a strange set-up? Burley spoke exclusively to Vogue on Wednesday as phase one of the Helmut Lang relaunch got underway. Here are five things to note:

The original Helmut Lang logo is making a comeback

“The typographic language around the entire brand was crucial to the approach. One of the first things I wanted to do was bring back the logo, given that we’re trying to ignite the spirit of the past. I want Helmut Lang to be an authority on Helmut Lang.”

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