Helmut Lang’s Spring/Summer 2021 capsule features the brand’s former ‘advertising’ work from the 1990s. These slogan-covered pieces reference the brand’s ads that were featured in the 1996 edition of the cult fashion magazine Visionaire. Although they didn’t originally print ads, Visionaire ran a ‘HYPE’ issue which poked fun at the current state of fashion and included Helmut Lang ‘adverts’.
Now, Helmut Lang has reprinted these slogans for its latest capsule including tongue-in-cheek phrases like ‘IMPRESS YOUR PARENTS WEAR HELMUT LANG’ and ‘COLLECT THEM ALL!’.
The lookbook, shot by Ben Beagent, sees London creatives walking around Hackney wearing the slogan-covered collection, bringing these slogans into 2021.
The collection includes shorts, tees, socks and even face coverings and ranges in price from £40 to £265 (US$55 to US$365). The Helmut Lang Spring/Summer 2021 capsule collection is available to purchase now.