Helmut Lang Street-Casts Redheads for Short Film

Helmut Lang Street-Casts Redheads for Short Film

Helmut Lang sports ginger pride in new sub-campaign for AW19.

Helmut Lang sports ginger pride in new sub-campaign for AW19.

Text: Czar Van Gaal

Helmut Lang is putting a new spin on fall colors. In a new short film directed by Alex Leese, the brand offers a message of empowerment to redheads—whose ruddy hair color, however prized in nature, has historically been a site of schoolyard taunting (at least in the U.K.). 

However inexplicable the anti-ginger sentiment may seem to Americans, Europe's redheaded community has developed solidarity-building traditions like the annual Redhead Days Festival in Tilburg, Netherlands, to which Leese traveled for the fashion short. It was there that the filmmaker assembled a cast of gingers of all stripes, showing that confidence is the hottest accessory around. 

In addition to capturing the recessive-gene-filled festival, the film debunks the conventional wisdom that redheads can't wear red: The cast, who reflect ages 12 to 65, is seen sporting the most striking red hues from Helmut Lang's AW19 collection.   

 See "HELMUT LANG REDHEADS" below! 

From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)
From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)
From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)
From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)
From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)
From "HELMUT LANG REDHEAD" (courtesy of Helmut Lang)

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