Helmut Lang Campaign “Reset” by Ethan James Green

Helmut Lang have released the beginning of a new campaign set to revitalise the brand over the coming months.  In the unusual step of employing Dazed & Confused Editor-in-chief Isabella Burly in the unusual title of Editor in residence, she is set to curate collaborations with various designers & artists with the brand.  The first designer to show will be Hood by Air’s Shane Oliver on September 11th during New York fashion week entitled ‘Helmut Lang Seen by Shane Oliver’.  Meanwhile the first ad campaign just released is a collaboration with photographer Ethan James Green, being called a ‘Reset’ the campaign is entitled ‘Helmut Lang seen by Ethan James Green’ and includes model Alek Wek, former porn star Traci Lords, transgender model Dara & artist Larry Clark among others.  The campaign is a throwback to Lang’s original iconic 90’s imagery.

Isabella Burley – Editor in residence, Helmut Lang