New Deliveries: Helmut Lang

In response to this new age of uncertainty, Helmut Lang continues to inspire us to engage with the real and to converse with our immediate surroundings. Working with elderly women in their ads, creating an IRL dating service, and then their Taxi series, featuring real taxi drivers; time after time, Helmut Lang redirects the spotlight back to us and everyone else beyond the fashion industry, giving attention to the mundane and often overlooked elements of the everyday. There has always been a dialogue between the pieces and their surroundings, an exchange of gaze between the wearers and the beholders. The brand applies a functional minimalist mindset of dissecting and rebuilding upon the existing, re-interpreting everyday items into social commentary objects. In an industry that is obsessed with "the next big thing”, Helmut Lang revolts by demonstrating the importance of responding to the present we are in.