First up – the images. Starring adult film star turned cult Cry Baby actress Traci Lords, model Alek Wek, street cast muses Dara, Yoshi and Nicky Rat and finally Oliver himself, the series exhibits a preview of what we can expect from the designer. There are references to the archive – like the nipple-bearing tank top, and the return to the brand’s original logo.
That’s not it. More pictures slated to drop in the coming days will star I Love Dick author Chris Kraus, legendary director Larry Clark, performance artist Kembra Pfahler, designer Gogo Graham, musician Ian Isiah, eight-year-old activist Mari Copeny Aka “Little Miss Flint”, model Sohyun Jung, and metal band Unlocking The Truth, alongside street cast characters Alanie Quinones, Grace Gee and Aurel Haize. They are all styled by Dazed’s Creative Director Robbie Spencer.
Alongside the campaign, Helmut Lang has announced two new projects: Helmut Lang Re-Edition will centre around the reissue of important heritage pieces – Volume 1 will be available in September 2017, and will feature fifteen items. Future Volumes will be released every four months.