Helmut Lang Satirizes the Best (& Worst) of ’90s Ads for SS21

Helmut Lang Satirizes the Best (& Worst) of ’90s Ads for SS21

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Brand: Helmut Lang

Season: SS21

Key Pieces: The racer back tank in slide #19 encourages you to “WEAR HELMUT LANG RESPONSIBLY” – with a subtle smiley face too. Elsewhere, some of the pieces will deliver a pop of spring color via the matching sets of baby blue shorts and hoodies.

Release Date: Available now

Buy: Helmut Lang

Editor’s Notes: For its current Spring/Summer 2021 capsule Helmut Lang is referencing some of the brand’s former advertizing slogans as printed in the 1995 edition of cult fashion tome Visionaire. At the time of publication Visionaire was known for not running any ads in its pages, however the mid-’90s “HYPE” issue satirized the burgeoning advertizing culture with numerous “ads” featuring tongue-in-cheek text such as Helmut Lang’s assurance of being “the only company that loves you.”

The “HYPE” issue of Visionaire, which also includes a “sex, sizzle, and saliva!” cover with ’60s German model Veruschka von Lehndorff, can still be picked up here for approximately $270.

The capsule prints the remaining phrases such as “HELMUT MADE ME DO IT,” and “WEAR HELMUT LANG TO IMPRESS YOUR PARENTS” in bold black text across a range of casual staples i.e. tees, french terry cotton shorts, socks, sweatpants, beanies, and face coverings

The lookbook, captured by Ben Beagent in Dalston, depicts the referential pieces worn by a curated cast of London’s young creatives and their friends. The imagery is accompanied by a few brief interviews to bring Helmut Lang’s ’80s slogans into the context of 2021.

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