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 firstname.lastname@example.org 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.