HELMUT LANG IS A MUTLI-DISCIPLINARY BRAND AT THE INTERSECTION OF FASHION, ART, AND DESIGN. ESTABLISHED IN 1986, THE AUSTRIAN-BORN LABEL IS NOW BASED IN NEW YORK CITY. HELMUT LANG OPERATES AS AN IN-HOUSE DESIGN COLLECTIVE BUILT ON THREE PILLARS: UTILITY, CIVILITY AND DEVIANCE.
UTILITY.
A STATE OF BEING USEFUL, PROFITABLE, OR BENEFICIAL; FUNCTIONAL, RESOURCEFUL, PRAGMATIC, DIRECT, HONEST.
CIVILITY.
FORMAL POLITENESS AND COURTESY IN BEHAVIOR AND SPEECH. SUBTLE, GENEROUS, PATIENT, THOUGHTFUL, CONSIDERED.
DEVIANCE.
THE FACT OR STATE OF DEPARTING FROM USUAL OR ACCEPTED STANDARDS. HUMOR, RAWNESS, DISOBEDIENCE; AN APPETITE FOR DOING THINGS THE “WRONG” WAY.
UTILITY, CIVILITY AND DEVIANCE CHALLENGE EACH OTHER WHILE OPERATING IN A RELATIONSHIP OF INTERDEPENDENCE. IN UPHOLDING THIS BALANCE, HELMUT LANG COMMUNICATES CONSIDERED DESIGN THROUGH LIMITED-EDITION COLLECTIONS, THOUGHTFUL ARTIST COLLABORATIONS, AND AVANT-GARDE ADVERTISING. DECONSTRUCTING AND RE-THINKING EVERYTHING FROM UNIFORM-WEAR, SARTORIAL TRADITIONS, AND EVERYDAY STAPLES—HELMUT LANG MAKES DRESSING PEOPLE FOR THEIR DAILY LIVES A RADICAL PROPOSITION. EACH COLLECTION EXPLORES THE POSSIBILITIES OF UTILITARIAN CLOTHING THROUGH READY-TO-WEAR SIGNATURES SUCH AS DENIM, SHIRTING, BLAZERS, TROUSERS, AND T-SHIRTS. THE RESULT IS A UNIFORM FOR THE CREATIVE CLASS THAT IS SIMULTANEOUSLY CLEAN AND COMPLEX; MINIMAL AND EPIC.
