Creating a brand in his namesake in 1986, Austrian fashion designer Helmut Lang became known for his elevated streetwear. Street style became luxe, using high-tech fabrics, sharp lines and minimalism, creating elegant silhouettes. Helmut Lang suits, denim and basic but deconstructivist designs were highly popular and influential through the late 80’s and the 90’s. The luxury fashion house continues today, though after gaining ownership by Prada in 2004, Lang left the brand. In 2006, Link Theory Holdings acquired Helmut Lang, and it is now based in New York City with Thomas Cawson as creative director since 2020.
Throughout the years, and to this day, Helmut Lang has designed ready-to-wear for men and women, and accessories. The style of the house in its early days is very much alive in current collections, placing an emphasis on impeccable cuts and an aesthetic of minimalism. Cawson looks to the legacy of the brand and its classic style, updating and modernising pieces for a cool and sophisticated look while remaining forward-thinking. An overall urban look is offered, translating in womenswear through unstructured silhouettes, interesting necklines and androgynous trouser styles. For men, this manifests in graphic logos and contrasting textures. Making the basics exciting and enticing through innovative detail, Helmut Lang is understated, sleek and contemporary. Wardrobe essentials are revived, resulting in wearable pieces that make a statement.
Helmut Lang has stores in New York and Tokyo, and can be found in department stores such as Harvey Nichols. They can also be accessed online, through Selfridges, Farfetch, Matches Fashion and Flannels.