The new Helmut Lang Jeans collection is launching following the label's Under Construction series -- the new pieces are showcased in an editorial shot by Ed Templeton on the sets of Huntington Beach. The lookbook sees young skateboarders modeling the apparel, bringing a sense of refreshing contemporary aesthetics. The capsule is spotlighted by its indigo hues and new structural designs accompanying some familiar cuts from the previous range -- this includes the bootcut jeans, the straight cut, the drainpipe, and the trucker jacket.
The new logo-hack is designed by Los Angele-based artist Brian Roettinger, drawing reference to a Viennese culture exhibition from 1989 in Paris, which also marks the place of Helmut Lang's first-ever runway show. The entire Helmut Lang Jeans capsule is now available to shop online and in-store. Notably, the editorial will be launching as a zine, with an exclusive availability of 200 editions.
Image Credit: Ed Templeton
What's Driving This Trend
- Denim Capsules
- Opportunity to create limited-edition denim collections with unique structural designs.
- Refreshing Contemporary Aesthetics
- Opportunity to develop fashion lines that combine modern and traditional styles.
- Logo-hacks and Artistic Collaborations
- Opportunity to collaborate with artists to create unique logo designs for fashion collections.
Who This Affects Most
- Fashion
- Opportunity for fashion brands to experiment with new denim designs and aesthetics.
- Art
- Opportunity for artists to collaborate with fashion brands and create logo designs.
- Publishing
- Opportunity to create limited-edition zines featuring fashion editorials and exclusive content.
