Helmut Lang Uses NYC Taxi Drivers to Model its Newest Throwback Line

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helmut ad 2001

The Austrian designer first brought his minimalist fashion to New York in the late 90’s. Since then, Helmut Lang has changed New York’s role in the fashion world, and how brands communicate with their customers. It was because of Helmut Lang that New York Fashion Week was moved up to take place earlier in the season. Similarly, Helmut Lang was the first designer to put ads on top of NYC taxis in 1998.

To celebrate being the first, Helmut Lang has released a new collection, the Limited Edition Taxi Capsule. The collection was “inspired by photographer Ian R. Webb’s archival image of a Helmut Lang taxi from 2001.” Along with the collection, there will be 275 NYC yellow taxis with the brand’s ad driving around the city beginning Today, December 4.

The “branded yellow taxis will be circulating New York City featuring three different creatives that reference the brand history.”

For the new collection, Helmut Lang used three NYC taxi drivers as their models. Photographing them “at a taxi body shop in Long Island City” wearing the new collection against the Helmut Lang branded cabs.

Photographed by Alex Lee for Helmut Lang
Photographed by Alex Lee for Helmut Lang

Featured image source: Ian R. Webb