Flames and fires are experts at destruction. Human perseverance, however, can supersede this power. Baron is presenting an alluring book featuring more than 10,300 photographs of the original pre-Spring/Summer 2005 Helmut Lang designs. Photographed by creative director and curator Joakim Andreasson from 2015 to 2017, the book highlights apparel and accessories saved from a 2010 fire in SOHO, the former home to the designer’s archive. Though these accessories were sold off to private collectors on Ebay by Andreasson, the book preserves the memory of these remarkable pieces. 

The collection of clothes preserved from the fire demonstrate extraordinary strength as they were once drenched in water, covered in ash and damaged by smoke. Andreasson explained that “it was overwhelming to think about how to even start the process of recovery.”

The face behind the camera, Joakim Andreasson is not only a creative director and curator but a catalyst of creative projects. After graduating from Parsons School of Design he joined Helmut Lang in New York city where he oversaw the studio’s transition from fashion design to art.  Then in 2012, Andreasson founded CULTUREEDIT in LA, its goal was to be a source of guidance for artists and brands in marketing and creative processes Soon after, Andreasson created a program of artist collaborations for Henzel studio, the world's biggest art carpet brand. Andreasson has since worked on many exhibitions across the world. In 2013-onwards, he managed commercial and licensing activities for Tom of Finland Foundation. In 2017,  he created the online retail arm for CULTUREEDIT and curated a CULTUREEDIT gallery that has featured solo exhibitions from Mel Odom, Jack Pierson, Bruce LaBruce and Pol Anglada.