American fashion house Helmut Lang has revealed a number of new initiatives along with its first campaign under the leadership of editor-in-residence, Isabella Burley, concurrently the editor-in-chief of London-based Dazed & Confused magazine.
Marking its relaunch, the brand commissioned photographer Ethan James Green to lense its new fall/winter campaign. Titled 'Seen By Ethan James Green' the six black and white images features a slew of intergenerational creatives and models: Alek Wek, Chris Kraus, Larry Clark, Traci Lords, Shayne Oliver, Nicky Rat, Mari Copeny, Kembra Pfahler, Unlocking the Truth, Yoshi, Alanie Quinones, Aurel Haize, Grace Gee, Ian Isiah, Gogo Graham, Dara, and Soyhun Jung.
In addition to the campaign, Helmut Lang has restored its original logo, and revamped its digital identity with a new website for HelmutLang.com. There's also Helmut Lang Re-Edition, a project via which the brand will welcome the return of iconic heritage pieces from it's archive made available in a series of volumes spaced four months apart, with a portion of proceeds donated to non-for-profit charities.
This will be followed by a continuation of Seen By: The Artist series, which be a year long collaboration with twelve visual artists to re-contextualize famous works of art as limited-edition posters and t-shirts, etc. Then there is Shayne Oliver, the 20-something designer behind Hood by Air, who will debut his Residency collection at New York Fashion Week on September 11.
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