Almost twenty years ago, back in 1998, Helmut Lang had the bright idea to advertise his eponymous brand atop New York’s famed yellow taxis. Sounds obvious, but as with so many things, Lang was the first designer to do it, creating miniature advertising boards that circulated through every corner of the city, integrating the brand with the iconic yellow life-blood of New York, twenty-four hours a day, seven days a week.
Now, as the brand is breathed into new life under the guidance of editor-in-residence Isabella Burley and Shayne Oliver, the brand’s first designer-in-residence, the project is returning via a fleet of 275 yellow taxis will be emblazoned with Lang’s advertisements, criss-crossing the city from Staten Island, to Queens and The Bronx.
And what better way to celebrate such a historical moment than a capsule collection? The limited pieces, which include long sleeve tees and hoodies, feature an archive image of the original Helmut Lang taxi outing, taken by legendary fashion writer Iain R. Webb in September 2000 for his book Postcard From The Edge Of The Catwalk (above). And never has there been a better time to neglect walking and embrace the taxi than now, because word is, there will be public giveaways where said merch will be distributed from one of the Helmut Lang branded cabs – keep those eyes peeled.
The collection is available now at Helmut Lang’s website, store and select world wide partners. Stay tuned to the brand’s social media channels for further details on the giveaways.