Helmut Lang is a designer label founded in 1986 which, in view of today's zeitgeist, has had one of the biggest and most far-reaching influences on today's fashion world. With his style and form of minimalistic understatement the Austrian made himself immortal. During the 90s, Marketing had already been high on the agenda, therefore Helmut Lang had his iconic branding represented on New York taxi signs.

Currently the brands revival lives through the adaption to the original look which occurred before 2000, aswell as the vibe of a contemporary designer brand with streetwear appeal.


Helmut Lang was founded in 1986 after the artist name of the designer and founder. Helmut Lang derived from self-made fashion to catwalks all over the world. During the early 1990s he made a name through his simple and rather humble fashion, which was suitable for everyday use and consciously positioned himself contrary to the avant-garde looks of other fashion brands that were dominant on the catwalks at the beginning of the 1990s.

The time before the new millennium became a milestone in the path of the up-and-coming fashion brand Helmut Lang. Little is recorded about the history of Helmut Lang and everyone who was able to experience this time should consider themselves lucky. Helmut Lang was pure understatement and for the majority of fashion-conscious people the epitome of coolness.

For the generation of young adults, Helmut Lang was a uniform, a mouthpiece for every subculture and a leader in unisex, aswell as fetish fashion such as bondage, rubber and PVC. The „Helmut Family“ were his models - he often used the same model selection.The models merged with the brand and were a symbol of the aesthetics that Helmut Lang embodied. During every show the emotions were boiling and Helmut Lang was the trending topic, which was decisive for the fact that he contributed to the zeitgeist of an entire epoch.

At the turn of the millennium, half of the Helmut Lang brand was purchased by the Prada Group. Helmut Lang stayed with his brand and took care of design and marketing.

This constellation remained stable until 2004, although until then the entire company had been owned by the Prada Group. Helmut Lang remained as creative director, but only for one year, when he finally left the company in 2005 and since then has only been active as an independent artist.

Under the leadership of the Prada Group, Helmut Lang has been drawing attention to himself again since the beginning of the 2010s. This time, however, more in the area of elevated streetwear.


The name is derived from the Austrian Peter Scepka, who turned his artist name "Helmut Lang" into a fashion brand in 1986 and over the years achieved worldwide success. Helmut Lang is regarded as one of the most influential pioneers of elegant, simple and thus everyday fashion, which stood in contrast to the catwalk fashion of the early 1990s and therefore stood out from the crowd. Helmut Lang was regarded as the epitome of "cool" and was greeted with joy by young, fashion-loving people.

After graduating as a businessman and working several jobs in bars, Helmut Lang decided to open his first own fashion boutique in 1979, which was called "Bou Bou" and in which he sold his first self-made clothes. Finally, in 1986, Helmut Lang became the name of the fashion brand and the first catwalk collection followed.

As the breakthrough came with women's and men's fashion, Helmut Lang's look was blended with modern elements in the form of technical and novel materials such as PVC, patent leather and other alike garments.

The well-known iconic look of Helmut Lang with fetish and bondage elements, as well as minimalistic casual-like styles with the familiar "HELMUT LANG" branding, has developed over the years and achieved cult status.

For its current collections, the brand has repeatedly brought in various designers, such as the young creative head Shayne Oliver since September 2017, who previously attracted attention with his brand Hood By Air.


Spring 2018 Ready-to-wear

In this collection, designer Shayne Oliver refers back to the golden era of Helmut Lang and draws inspiration from some of the most legendary archive pieces. The looks were all rather sexy, fetish and had the usual luxurious-minimalist touch that one knows and loves from Helmut Lang.

Helmut Lang Resort 2017

Here you can see a strong break between the new and the old Helmut Lang. Classic casual fashion is paired with design elements, like Helmut Lang did at that time.

The fashion created here is perfect for the styled everyday life in a very stressful week to still look good.

Fall 2014 Ready-to-wear

Michael & Nicole Colovos, the designers of this collection, focus on simple and straight silhouettes, which can show off in colourways like soft red and brown or with a crazy but calm looking pattern.

Spring 2014 Ready-to-wear

Designer couple Colovos, Michael & Nicole go into the past in this collection and serve the old valued Helmut Lang heritage. Tight-fitting, sleek dresses make up the core of this collection. Natural white and black are dominant, but the eye-catcher is the bold pink, which even Helmut Lang loved at his peek in the 1990s.