The Arrival of Helmut Lang’s New Era

Helmut Lang launches its new campaign by Ethan James Green ahead of Shayne Oliver's September collection.

Everyone is talking about Helmut Lang, who earlier this week released a new campaign envisioned by Ethan James Green. It’s the most recent of many exciting developments for the brand, following an editorial takeover by Isabella Burley and news of a September release for the upcoming collection designed by Shayne Oliver. The “seen by” campaign marks the first of a series of photographs, which will be fronted by a different artist each month. The images see a revival of the original Helmut Lang logo and accompany the launch of the brand’s new website and Instagram.

Actress Traci Lords and model Alek Wek are among the first to star in the new campaign, which also features a cameo from Oliver himself. More images styled by Robbie Spencer are set to drop over the following days, featuring Sohyun Jung, Kids director Larry Clark and performance artist Kembra Pfahler, to name but a few. The brand has also announced a series of heritage reissues, under the title “Helmut Lang Re-Edition”, kicking off this autumn with a 15-piece heritage revival.

Oliver’s collection, “HELMUT LANG SEEN BY SHAYNE OLIVER”, will debut at New York Fashion Week this September. Check out the images from Ethan James Green’s campaign below.

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