about

The fashion brand founded by Austrian fashion designer Helmut Lang. Re-launched to capture luxe minimalism with references to the kinkier side of fashion.

creative team

Design Direction: Tom Davie
Creative Direction: Justin Westover
Editor & Copywriter: Gill Linton
Photography: Helmut Lang

Window & Signage Design: © Helmut Lang, In-House. Campaign concept: © Byronesque

re-edition vol. 3

A “black out” collection and campaign as seen by Byronesque. The collection sought to celebrate Helmut himself and how he felt about culture and creativity, while the campaign aimed to embrace the darkness of Lang's bondage-inflected work. A quote by Helmut Lang and the message ‘respect’ were prominently featured in the campaign.

social

The social strategy was to tease the campaign by leading with an all-black introduction, followed by the collaboration, campaign message, and finally, the re-edition collection.