Helmut Lang is the latest brand to throw it back to an industry-changing moment of the 90s. Shortly after Lang’s move to New York in 1997, the brand became the first fashion house to advertise on the city’s iconic yellow taxicab. Their latest capsule, the Helmut Lang Taxi Project, alludes to that innovative campaign. In this rendition, actual New York cabbies model the hoodies and long sleeve tee limited edition collection (with ads atop their taxis, of course).
The SS18 collection was full of references to the original designer’s revolutionary work and the brand continues to pay homage to its history. The capsule features a photograph of one of the brand’s original taxi advertisements taken in 2000 by Iain R. Webb from his book Postcards from the Edge of the Catwalk.
“Impress your parents, wear Helmut Lang” read 275 taxis that hit the streets of New York this morning. Hail the right one and you just might come out with free merch. If you miss it, the collection is still within reach at helmutlang.com.