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Helmut Lang Seen By ExactitudesPhotography Ari Versluis & Ellie Uyttenbroek

Kanye West & Solange front new Helmut Lang collaboration

‘Seen by Exactitudes’ combines the label’s archive with the ongoing photography project by Dutch duo Ari Versluis and Ellie Uyttenbroek

We aren’t even a week into 2018 yet and Helmut Lang is already pulling out all the stops. Following its relaunch under Dazed’s Isabella Burley as editor-in-residence, the label has been working on a number of projects outside of the traditional show collection.

Already we have seen the ‘Re-Edition’ project bringing back iconic items from the original Lang days, or the ‘Seen By’ project that has commissioned work by the likes of Walter Pfeiffer and Keizo Kitajima. The latest project has combined the two, reviving archive Lang looks in a collaboration with ongoing photo project Exactitudes.

Yesterday, you might have noticed a duo of images posted on the brand’s Instagram account shot by Dutch photographer Ari Versluis and profiler Ellie Uyttenbroek. If you aren’t familiar with their work, the premise is simple: 12 square portraits of people in the same social group, posed identically. Think goths, skinheads, businessmen – the list is almost endless. 

While usually each group includes regular street-cast faces, there are some that you might recognise in the new edition entitled ‘Helmut Lang fans’. Among them are Kanye West and Solange Knowles, as well as archive fashion collector Dominik Halas – all dressed in recreated looks from the archive like the Reverse Cowboy tee and painter jeans. Perfect picks for the collab, Knowles has already been pictured wearing Shayne Oliver’s first collection for the brand and West is a well-known hardcore Lang fan. 

“In fashion there has always been a focus on individualism – which I think is quite an overused concept, especially in the industry – and it has separated fashion from clothes,” Versluis told us in an interview last year. “We have been documenting clothes and lifestyles for years and now suddenly the clothes have become the inspiration for the fashion.” 

Read more about Exactitudes in our interview here