by Flaunt Magazine

Helmut Lang’s latest collaboration with British conceptual artist Jeremy Deller launches today, July 25th featuring three hoodies in varying shades of pantone pink.

Deller, known for his video and installation work has adopted the color pink in his personal life and art practice - making him an interesting choice for collaboration. Yet, his work often is collaborative as a means to devalue institutional standards and the artistic ego.

Hidden inside the hoodies are specially designed patches inspired by some of his favorite artworks, exploring the idea of public and private. The collaboration is extended to the wearer who is tasked at carrying out this vision, either choosing to fully expose the graphics or keep them secret.

To compliment the launch of the capsule, Deller teamed up with videography collective BRTHR to showcase the hoodies in a highly stylized and punchy video.