Since its launch in 1986, the Helmut Lang label has been no stranger to reinvention, most recently, after its designers Michael and Nicole Colovos — who took the creative reins in 2005 when the brand's namesake designer decamped — departed the label in 2014. And now, the label is poised to enter yet another new chapter, this time with the help of a couple of fashion's heaviest hitters.
On Monday, Helmut Lang announced that Hood by Air designer Shayne Oliver will design a special capsule collection for the brand, due out this September. It was also announced that Andrew Rosen, CEO of Helmut Lang's parent company Link Theory Holdings, has appointed Dazed Editor-in-Chief Isabella Burley as the brand's editor-in-residence, and for her first task, she handpicked Oliver for the label's inaugural collaborating designer.
Like many brands that have recently undergone a refresh (see: Calvin Klein, Diane von Furstenberg, Saint Laurent, etc.), Helmut Lang's reboot will also extend towards its online footprint. This summer, the label will relaunch its website and "digital presence" with "an entirely new appearance and functionality."
Such a refresh is much-needed for Helmut Lang; in today's market, the label doesn't make much of an impact from either of its contemporary or streetwear influences, but Burley and Oliver seem fit to change that. The two certainly have a similar finger on the pulse of what's "cool" here in New York City, and that's what the label needs to feel relevant again. (Rapper Travis Scott released a surprise capsule for the brand back in January, which may have hinted at the reinvention to come, too.)
If you, like us, had forgotten about Helmut Lang, it doesn't look like that should be for much longer.