CAMPAIGN: HELMUT LANG TAXI DRIVER


HELMUT LANG'S GLOBAL TAXI DRIVER words Hugo Fernandes

Helmut Lang is without a doubt a brand that is not scared of tapping into the unknown, with bold and out-there designs and an aesthetic that screams "the future of fashion is now" the Paris-born label is influencing not only the way we dress up but how the wider consumer takes in fashion advertisement. Last year, Lang assembled an army of friendly taxi drivers to help the brand celebrate their 20th year in NYC. After moving to New York in 1997, Helmut Lang became the first ever brand to advertise atop of a yellow cab, a move that at the time seemed dangerous and unsure, however, the bold move paid-off and made Helmut Lang a pioneer in street advertisement.

Now, the reach is being expanded even further as the brand takes it to the streets of Hong Kong, London, Paris, and Tokyo. The glocal taxi initiative also counts with an emerging photographer from each city capturing the cultural identity of each of their cities. In Hong Kong, Alexandra Leese has infused the Lang DNA into the vibrant and fast-passed city. Patrick Welde hoovers across the streets of Paris, while Kenta Nakamura tours throughout Tokyo while young photographer Tom Emmerson captures London’s iconic black cab drivers. Helmut Lang is also re-releasing the NYC campaign shot by Alex Lee.

Style-wise, Lang’s latest collection is the same as last year’s taxi-themed drop. Hoodies are $225, long-sleeved tees are $210, and short sleeved tees $175. Except for each item now comes in five colorways for the five cities the collection celebrates, from bright NYC yellow to Hong Kong red — pair the latter with blue jeans and a pair of roughed-up Crocs. The global taxi capsule is now available online on Helmut Lang.

Kenta Nakamura for Helmut Lang

Kenta Nakamura for Helmut Lang

Kenta Nakamura for Helmut Lang

Alexandra Leese for Helmut Lang

Alexandra Leese for Helmut Lang

Alexandra Leese for Helmut Lang

Patrick Welde for Helmut Lang

Patrick Welde for Helmut Lang

Alex Lee for Helmut Lang

Alex Lee for Helmut Lang

Tom Emmerson for Helmut Lang

Tom Emmerson for Helmut Lang

  • Spotify
  • Instagram

ALL COPYRIGHTS AT F WORD MAGAZINE - LONDON 2020-2021 DESIGN UPDATES BY MAISIE DANIELS