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helmut lang taxi new york fashion
Helmut Lang Taxi ProjectPhotography Alex Lee

IRL New York taxi drivers model Helmut Lang’s new capsule

The new collection pays homage to an original 1998 advertising campaign

Since it was revived with Dazed’s Isabella Burley as editor-in-residence and Hood by Air’s Shayne Oliver as designer-in-residence, the new Helmut Lang has been paying homage its pioneering beginnings. The debut SS18 collection was filled with references to the original designer’s work, and models included old Lang faces like Kristen Owen and Jake Boyle. 

The latest project – a capsule collection entitled Helmut Lang Taxi project – also looks to the archives. Back in 1998, Lang became the first designer to have his label advertised on the top of NYC’s iconic yellow taxis with posters that read “Impress Your Parents, Wear Helmut Lang.”

Inspired by this, the collection features t-shirts and hoodies emblazoned with an archive image of the original Helmut Lang taxi – shot by photographer Iain R Webb in 2000. The accompanying editorial – shot by photographer Alex Lee – features three real New York taxi drivers wearing the capsule collection.

As well as the collections – available online and in-stores from today – there will also be 275 taxis circulating the city with Helmut Lang’s advertisement, with one Lang-branded taxi giving away free merch.

Helmut Lang Taxi project is available from here