Helmut Lang Gets Personal in Pre-Fall 2018 Campaign

Helmut Lang Gets Personal in Pre-Fall 2018 Campaign

The directional brand is here to help you find love in a hopeless place.

The directional brand is here to help you find love in a hopeless place.

Text: SAMUEL ANDERSON

Looking for love? Look no further than Helmut Lang’s Instagram. For its latest campaign, the label has published a series of hyperreal personal ads starring 12 eligible singles dressed in the Helmut Lang Pre-Fall 2018 collection. Rendered in a gauzy, VHS-quality resolution, each ad features a real-life single with instructions to potential suitors to “email [email protected] to connect.”

While the bachelors and bachelorettes—made up of primarily non-models of all ages—may not have an obvious connection to the brand, the campaign also includes subtle nods to Helmut Lang’s heritage. For example, Christine (“Age: 69. Looking for someone who makes me laugh”) is mom to stylist and Helmut Lang collaborator Mac Huelster. And the campaign’s nod to the pre-Tinder dating scene reflects Helmut Lang’s long online legacy; according to Vogue, the fashion brand became the first to sell a collection online in 1998.

In addition to the dial-up era, the ads could also be a throwback to the tradition of print personal ads—one carried on by this publication as recently as 2009. The project, the first under recently crowned Editor-in-Residence Alix Browne, is thus a fitting debut for Browne, who was also the founding editor of V.

To shop the Pre-Fall 2018 collection, click here.

Credits: IMAGES COURTESY OF HELMUT LANG.

UP NEXT

Bobi Andonov Is the Next Noir-Pop Sensation