Helmut Lang campaigns have become to be knowns as projects that aim to defy stereotypes through luxurious fashion and photography. In May 2018, the Austrian designer launched an initative that sought out to liberate taxi drivers. Now, the label is attempting to protest agist connotation in luxury fashion with a Helmut Lang campaign that welcomes an inclusive selection of models.
Titled 'Women of Wales,' the goal behind the tolerance-driven project is to "celebrate women of an age that is often bypassed in the mainstream media." In an attempt to liberate the Boomer generation as an integral and unforgotten part of society, the Helmut Lang campaign presents well-styled and bold imagery of fashion-forward and proud women.
Photo Credits: Alexandra Leese
Age-Defying Luxe Fashion Projects
This Helmut Lang Campaign Boldly Breaks Generation Barriers
Trend Themes
1. Inclusive Fashion - Create more campaigns that embrace diversity and inclusivity to challenge traditional beauty norms and stereotypes in the fashion industry.
2. Age-inclusive Marketing - Develop innovative marketing strategies to cater to all generations, including older audiences, who are an integral and often overlooked segment of society.
3. Luxurious Inclusivity - Focus on creating luxurious experiences that cater to a diverse group of individuals to challenge traditionally exclusive luxury markets.
Industry Implications
1. Fashion Retail - Retailers can embrace inclusive and age-inclusive marketing strategies to broaden their target audience and increase sales.
2. Advertising - Take advantage of the growing demand for more diverse and inclusive campaigns and develop innovative ad strategies and campaigns to target all age groups.
3. Luxury Goods - With the growing trend towards luxurious inclusivity, the luxury market can expand its customer base and challenge traditional exclusivity by embracing diverse individuals and cultures in its advertising and marketing strategies.