Helmut Lang's Limited-Edition Line Pays Homage to Cabbies

 - May 31, 2018
References: helmutlang & hypebeast
Austrian designer Helmut Lang launched a taxi campaign to promote a limited-edition line of tees and hoodies that refer to the driving profession. The initiative is a clever reference to an old promotional technique used by the brand in 1998. In it, "the Viennese designer became the first to ever advertise his brand on yellow taxis," according to Hypebeast. Establishing a connection between high-end streetwear and a common urban profession, Helmut Lang not only makes his collection accessible to everyone but it also romanticizes cabbies.

The taxi campaign has been rolled out with five distinctive logo designs within five major cities, including Paris, Hong Kong, Tokyo, New York and London.

Photo Credits: Alexandra Leese , Tom Emmerson , Alex Lee, Patrick Welde, Kenta Nakamura