Understated 90s cool for intellecutals and art types. Helmut Lang left the brand in 2005 after the company was sold to the Prada group, and I think the label went on hiatus before being relaunched in 2007.
These photos are from their 1997 Spring advertising campaign, back when HL was a brand with an almost invincible aura of minimalist cool. What we have below is a Robert Mapplethorpe self-portrait, and a photo of tiny swords by him too. Bruce Weber shot the photo of Kirsten Owen, which I do believe I ripped out of a copy of The Face and blu-taked up on my wall at school.
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