Helmut Lang Revives His Taxi Ad Campaign from the ‘90s

Helmut Lang Revives His Taxi Ad Campaign from the ‘90s

The limited-edition capsule collection is here.

The limited-edition capsule collection is here.

Text: Danielle Combs

In the ‘90s, Helmut Lang’s distinct design aesthetic—androgynous, utilitarian, slinky style—revolutionized and defined the era in fashion. In 1998, Lang became the first fashion designer to advertise on New York City taxis, an ingenious idea that has since left a lasting impression. The idea itself was a tough task to take on considering that 1998 was a time well before Taxi TV existed. Since then, dozens of fashion houses have tried to emulate the same idea,  using it as a form of communication. Today, Helmut Lang is going back in time and paying homage to his cab ads with 275 New York City taxicabs that are hitting the NYC streets, equipped with Helmut Lang ads on top.

The limited-edition line features a photograph taken in 2000 by Ian R. Webb taken from his book Postcards from the Edge of the Catwalk . If you’re in NYC keep your eyes peeled for the yellow Helmut Lang cabs—rumors are floating around that there’s free merch. Click through the slideshow to see the limited edition collection.

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