Helmut Lang takes on Tinder in 90’s Dating Ad Campaign

To launch the new Pre-Fall 2018 line, Helmut Lang has gone to Instagram to unveil its 90’s aesthetic dating show campaign.  New Editor-in-residence Alix Browne and Langs digital editor Ava Nirui have called on 12 single models living in New York to create a dating profile with details about themselves and what they are looking for in a relationship, whilst having there profile pictures of them wearing Helmut Lang.  Each models profile has a caption urging people to email love@helmutlang.com if they would like to connect with them – with applicants actually being put in touch with the models if a suitable match is found.  The images are rendered in a hazy, 90’s VHS quality and the models have been styled by Anna Santangelo. “I’ve always been super obsessed with the unique verbiage that goes with personal ads.” Ava Nirui told Vogue, “I recently had a realization that I’m constantly matchmaking friends and thought it would be fun to invite these friends (and friends of friends) to be a part of the Helmut Lang community, while potentially helping them find love in their lives.”  The campaign gives many nods to early 90’s Helmut Lang, from its original on-line legacy to its successful print campaigns.  Langs new Editor-inresidence Alix Browne took over in January and is the founding editor of V Magazine and former features editor of W Magazine.
Helmut Lang instagram campaign
Alix-Browne
 

Alix Browne – Editor-in-Residence, Helmut Lang

 

‘B Classic’ Burberry tease from Riccardo Tisci

Following his appointment at the luxury British fashion house, the anticipation for Riccardo Tisci’s debut collection for Burberry has been one of excitement to say the least.  So with him already working on his debut collection, Tisci has released a teaser of things to come on his instagram account from the pre collection called ‘B Classic’.  The collection is a celebration of Burberry through a carefully selected edit of the iconic pieces synonymous with the brand: the trench coat, the quilted jacket the poncho and the kilt.  Of the collection Tisci said “I wanted to celebrate the beauty, heritage and legacy that I discovered when I first arrived at Burberry.  ‘B Classic’ is an edit that I’ve curated to honour the icons of the House – pieces like the trench coat, the quilted jacket, the car coat, the kilt – which sits at the heart of the SS19 pre collection designed by the fantastic Burberry design team.”  Tisci took over from Christopher Bailey in March of this year with one standout line from Burberry’s announcement notes that Tisci’s “skill in blending streetwear with high fashion is highly relevant to today’s luxury, Riccardo’s creative vision will reinforce the ambitions we have for Burberry and position the brand firmly in luxury”.  Riccardo Tisci will reveal his full collection for the brand in September 2018.  
See Riccardo’s teaser on his Instagram account Here
Riccardo-Tisci_courtesy-of-Luigi--Iango2
Riccardo Tisci – Designer