With a new editor-in-residence Alix Browne, today marks the reveal of her first project under Helmut Lang, for their 2018 Fall campaign called ‘Smart People Wear Helmut Lang’ Alix’s perspective on the project was to enlist multidisciplinary cast, mastering in their respective fields, photographed by Richard Burbridge mixing archived pieces with current and forthcoming Helmut Lang collections.
Starring an eclectic mix of people from all different strides of life, Alix’s wanted to highlight one of her favourite statements from mister Helmut Lang himself that is ‘people who wear the brand have a sense of intelligence about them. The essential language of the brand is largely embedded inside the clothes’ Browne explains this saying ‘The idea being perhaps that people who have really interesting inner lives don’t necessarily need to broadcast that fact on their sleeves.’
Alix definitely projected the considered, deeply assured yet conveyed the cheeky ethos of Helmut Lang himself and the representation of his brand.
To accompany the project’s launch, Helmut Lang is set to release limited edition Smart People Wear Helmut Lang hoddies and t-shirts which will be available come September at [HELMUTLANG.COM](https://www.helmutlang.com/), Helmut Lang stores and selected retail partners.
Cast:
Amanda Gorman, Poet
James Ivory, Filmmaker
Josh & Benny Safdie, Filmmakers
Max Lamb, Designer
Pati Hertling, Lawyer and Curator
Wu Tsang, Artist
* * *
Written by Lily Burdis
With a new editor-in-residence Alix Browne, today marks the reveal of her first project under Helmut Lang, for their 2018 Fall campaign called ‘Smart People Wear Helmut Lang’ Alix’s perspective on the project was to enlist multidisciplinary cast, mastering in their respective fields, photographed by Richard Burbridge mixing archived pieces with current and forthcoming Helmut Lang collections.
Starring an eclectic mix of people from all different strides of life, Alix’s wanted to highlight one of her favourite statements from mister Helmut Lang himself that is ‘people who wear the brand have a sense of intelligence about them. The essential language of the brand is largely embedded inside the clothes’ Browne explains this saying ‘The idea being perhaps that people who have really interesting inner lives don’t necessarily need to broadcast that fact on their sleeves.’
Alix definitely projected the considered, deeply assured yet conveyed the cheeky ethos of Helmut Lang himself and the representation of his brand.
To accompany the project’s launch, Helmut Lang is set to release limited edition Smart People Wear Helmut Lang hoddies and t-shirts which will be available come September at [HELMUTLANG.COM](https://www.helmutlang.com/), Helmut Lang stores and selected retail partners.
Cast:
Amanda Gorman, Poet
James Ivory, Filmmaker
Josh & Benny Safdie, Filmmakers
Max Lamb, Designer
Pati Hertling, Lawyer and Curator
Wu Tsang, Artist
* * *
Written by Lily Burdis
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