See Helmut Lang's Latest Anti-Glam Campaign

See Helmut Lang's Latest Anti-Glam Campaign

The brand's inclusive global taxi initiative features non-models from around the world.

The brand's inclusive global taxi initiative features non-models from around the world.

Text: SAMUEL ANDERSON

Helmut Lang is continuing its streak of thought-provoking campaigns with today’s launch of the global taxi initiative—a product series inspired (and modeled) by taxi drivers from around the world. Expanding on last year’s New York Taxi project, which featured a collection of yellow cab-yellow streetwear, the new edition includes red, green, black and white hoodies, t-shirts and long-sleeved shirts—reflecting the diverse local color of international cabbie communities.

While the initiative has gone global, the inspiration for it was close to home. In addition to spotlighting an increasingly marginalized demographic, the taxi initiative pays home to the iconic New York-based label's pioneering advertising techniques; in 1998, Lang was the first fashion brand to advertise on taxi-tops with a campaign that read “Impress Your Parents, Wear Helmut Lang.” The self-referential campaign is the second this month by Lang to both feature non-models, following a series of irony-laced personal ads that called back to the brand’s history with its 90s-infused aesthetics.

But Helmut Lang’s campaigns, now spearheaded by Editor-in-Residence Alix Browne, look toward the future as much as they reference the past. For photography, the brand recruited emerging talent from each of the global taxi initiative’s cities—including Alexandra Leese from Hong Kong, Tom Emmerson from London, Alex Lee from New York, Patrick Welde from Paris and Kenta Nakamura from Tokyo.

See snaps from the collection below.

Credits: IMAGES COURTESY OF HELMUT LANG

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