The fashion brand Helmut Lang was created by Austrian fashion designer Helmut Lang (born March 10, 1956) in 1986. The Helmut Lang brand still exists today, but has been run without Lang's involvement since 2005.
Video Helmut Lang (fashion brand)
Label
Helmut Lang, a fashion autodidact, founded a fashion studio created in Vienna in 1977 and opened the boutique there in 1979, at the age of 23. His clothes were quite successful in his native Austria, and, after presenting work as part of an exhibition entitled "l'Apocalypse Joyeuse" at the Center Pompidou in Paris, initiated by the Austrian government, he branched off successfully to Paris in 1986 and created the label "Helmut Lang".
At this time in the late 1980s and early 1990s, minimalist fashion was reaching its peak. His clothes are made with very sharp lines and careful cuts, creating a basic silhouette but very elegant in high quality and often high-tech fabrics. His work has been compared to Rei Kawakubo and Yohji Yamamoto for his sometimes violent intellectual design.
Lang is known for its minimalist, deconstructivist, and often severe design. The fashion house became famous in the late 1980s because of its simple yet refined design, its sleek suit in black or white, its denim collection, and the use of high-tech fabrics. Helmut Lang's fashion is sold in upscale department stores and through selected retailers, as well as in the signature Helmut Lang shops worldwide. In 1999, Lang established a partnership with Prada Group that resulted in the acquisition of the Helmut Lang brand by Prada in 2004, and Mr. Lang from the label in 2005. Prada then sold it to Link Theory of Japan in 2006. Link Theory launched the Helmut Lang label with new designers in 2007. Since then, Helmut Lang mode has been available again in upscale department stores and boutiques typical Helmut Lang around the world.
New York City
Lang moved to New York in 1997 and then set up his headquarters at 80 Greene St. at SoHo in 1998. In New York, he decided in April 1998, three days before his design was presented to New York audiences, to show his collection via live internet broadcasts worldwide, via the company's newly created website. As the first in the fashion industry, advertisements for the brand can be seen at the New York taxi rank from 1998 to 2004. The following season he announced to show his collection not only before New York Fashion Week but also before the runway Milan and Paris show. As a result, with many American designers following, New York Fashion Week permanently rose six weeks to mark an established runway event. From 2000, unconventional print ads for brands were placed with National Geographic magazine.
Helmut Lang Mode
Over the years, both female and male lines exist, kept under one name and always presented in a fashion show. Clothing (1995) and jeans (1996) lines and accessories, such as footwear (1990) and fragrances (1999) were launched, but instead the brand remained united to solidify its identity and strength.
The runway show venue for the Helmut Lang label was diverted from Paris (to 1998) to New York by Mr. Lang and back again to Paris by Prada (from 2002 to 2005). The collections/presentations which were formerly called sÃÆ' Â © ances de travail ("work sessions") by Mr. Lang.
Maps Helmut Lang (fashion brand)
Prada partnership
In 1999, fashion house based in Milan Prada acquired 51% of Helmut Lang's company in the course of its multi-brand strategy, which also included the acquisition of German fashion label Jil Sander.
After the alleged dispute with Prada Group CEO Patrizio Bertelli about how the brand should proceed, and after Lang sold his remaining shares to Prada in October 2004, he left his own label in January 2005. Lang joined the growing number of designer releases, including Jil Sander from his own label at Prada and Tom Ford from Gucci. However, Mr. Lang publicly stated that he was "no problem" with Mr. Bertelli.
Acquisition by Link Theory
On March 17, 2006, Prada Group announced that, after six years of losses, Link Theory Holdings (LTH) Tokyo will acquire the Helmut Lang brand with an estimated EUR20 million. It came about three weeks after Prada sold Jil Sander's label to UK equity firm Change Capital Partners (CCP). Already in the spring of 2005, it has been rumored that Prada is trying to sell the label. Prada Group is said to want to concentrate on its core labels, Prada and Miu Miu, again. The parent company of Japan LTH, the developer of fashion theory labels in Japan and the US, relaunched the Helmut Lang collection under the direction of "fit" designers for spring/summer 2007 (presented in fall 2006), in select boutiques around the world as " contemporary". This new label is based in New York City.
It was never expected that Lang himself would return to the label bearing his name, although Chikara Sasake, president and chief executive of LTH, gave an understanding that if Lang "wants to return, the door is always open".
Helmut Lang brand relaunch
In May 2006, it was announced that Michael and Nicole Colovos, the New Zealand-American designer couple, who had their own denim label in Los Angeles Habitual , had been installed by Link Theory as creative director for the Helmut Lang brand new. From February 2007, select top-grade retailers such as Barneys or Bergdorf Goodman began carrying contemporary sports collections of Helmut Lang in the spring/summer of 2007. The design office has been set up at West Chelsea in New York. The collection, described as "the commercial reduction of the [Tuan Lang's] fashion identity", has received fairly good reviews although it is clearly not seen as a continuation of the original line. The price of the items in the collection is about 20% above them for comparable theoretical items and, therefore, below the price of the original Helmut Lang. Link Theory expects to generate US $ 8 million in revenue in 2008, and generate earnings in 2009 with the label. The company also announced that "in the long run" they intend "to also establish exclusive stores Helmut Lang" in the US, Europe and Japan.
The Helmut Lang website was reactivated in late 2006 and launched entirely in spring 2007. Lang, now living on Long Island by independent means, is said to be unlikely to be involved in relaunching the label anywhere. way.
In February 2014, Michael and Nicole Colovos, after eight years as creative director, left the company. Colovos designed the Fall 2014 collection called Rough Terrain .
In March 2017, it was announced that instead of a creative designer, Helmut lang would be relaunched with Isabella Burley, editor of British youth culture magazine Dazed & Confused, as "editor in residence."
Helmut Lang Store
Original store (until 2005)
All the original signatures, inspired signatures of Helmut Lang stores in Vienna, Munich, Moscow, Saint Petersburg, Milan, Paris, New York, Hong Kong, Singapore and Tokyo, as well as some store-in-stores in Asian Markets, which existed between 1995 and 2005 has been closed. The last closed was the location of Paris in 2005.
New store (after 2007)
In March 2007, Link Theory opened the first post-Prada Helmut Lang marker store in Tokyo's fashionable Aoyama district. In Japan, the company then installed several Helmut Lang outlets in local stores. In August 2007, a newly established Helmut Lang store opened at Melrose Avenue in Los Angeles. This is, after the Tokyo store, the second signature Helmut Lang store since the closing of the original original shop in Paris. This shop is adjacent to the theoretical store on 8424 Melrose Avenue. Another Helmut Lang store opened on September 28, 2007 at Maiden Lane in San Francisco, in a building formerly occupied by Jil Sander. However, in April 2008, the store was converted into a theory store. In New York City, the 'pop-up shop' opened in mid-December 2007, while the company seemed to be looking for a larger location in the Meatpacking District. May 8, 2008 saw the opening of Helmut Lang outlet store at Woodbury Common Premium Outlet in New York, but this store has been closed.
Original fragrance
Three different perfumes are associated with the Helmut Lang label, produced in collaboration with Procter & amp; Gamble, all of which were discontinued with the original brand closure in 2005.
- Helmut Lang Eau de Parfum - 2000
- Helmut Lang Eau de Cologne - 2000
- Helmut Lang Cuiron (male) - 2002
- Helmut Lang Velviona - 2001
References
- Specific
- General
- Link Theory sets a round goal for Helmut Lang (Financial Time)
- Link-Theory Report for fiscal year 2006 (Theori-Link)
- New Helmut line, stuffy (International Herald Tribune)
- WWD: Helmut Lang taps new designer (Link Theory)
- Fashion Wire Daily: Prada to Whip Helmut Lang to Connect Theory Holdings (Yahoo News)
- Helmut Lang's new theory (International Herald Tribune)
External links
- Helmut Lang's official website
- Missing Theoretical Link
- Official official websites
Source of the article : Wikipedia
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