Helmut Lang, the iconic fashion house, is set to launch a new pre-fall capsule collection called Postcard. This collection takes inspiration from three vibrant cities – Vienna, New York, and Paris. Vienna holds a special significance for the brand as it is where Helmut Lang himself took his first steps as a designer.
The Postcard capsule collection features a range of streetwear pieces that incorporate elements from Vienna’s stunning architecture. Images of stone cherubs found on neo-classical buildings and snapshots of the city’s distinctive waiters infuse the collection with a sense of whimsy. These images, along with postcard graphics, beautifully capture the essence of Vienna and are seamlessly integrated into the designs. Additionally, the collection includes archival styles dating back two decades, giving it a timeless yet contemporary appeal.
A notable highlight of this capsule collection is the collaboration with renowned photographers Daniel Gebhart, Kyungjun Lee, and Davit Giorgadze. Each photographer brings their unique perspective and captures the essence of Vienna, New York, and Paris through their lenses. Their photographs are printed on casual sweatpants, hoodies, and T-shirts, adding a personal touch to the pieces.
The collection features a playful sweatshirt from Vienna, showcasing a photo of a tuxedoed waiter carrying a plate of wiener schnitzel and a slice of lemon, injecting a touch of wit into the design. For Paris, Giorgadze’s shot of a heart-shaped balloon makes a statement on a T-shirt. Lee’s photographs of aged skyscrapers in lower Manhattan are boldly emblazoned on yellow or putty gray hoodies, capturing the vibrant energy of New York City. In a clever twist, one T-shirt even displays the reverse side of a postcard, complete with a designated space for stamps.
As Helmut Lang strives to solidify its brand identity, it has embraced its Austrian heritage. Some items in the collection proudly bear the statement ‘Est. 1986 Vienna,’ highlighting the brand’s origins and legacy. It is fascinating to note that Helmut Lang, known for his minimalist yet subversive style, was a pioneering designer who revolutionized the fashion industry in the 1990s. His innovative use of unconventional materials, such as feathers, rubber, metallics, and nylon trim, made his shows in Paris and New York highly coveted. Lang also made history as the first designer to showcase a collection online through a live internet broadcast in 1998.
In 2006, Helmut Lang was acquired by Link Theory Holdings, which led to Lang’s departure from fashion design as he focused on his career as a fine artist on Long Island. However, his Mittel-European roots are evident in the Postcard capsule collection, reflecting the brand’s dedication to its heritage.
The Postcard capsule collection by Helmut Lang is a celebration of iconic cities, their unique cultures, and the brand’s own illustrious history. With its fusion of contemporary streetwear and timeless aesthetics, this collection is bound to captivate fashion enthusiasts worldwide. The collection will be available for purchase starting May 10th, allowing fashion lovers to own a piece of the Helmut Lang legacy.
To learn more about Helmut Lang’s Postcard capsule collection and to shop the collection, visit their official website: https://www.helmutlang.com
For an in-depth exploration of Helmut Lang’s influence on the fashion industry and his innovative designs, check out this article on Fashionista: https://fashionista.com/2018/08/helmut-lang-greatest-fashion-moments
