The Choice: Helmut Lang AW98

A few days ago I asked you on my Instagram stories to pick one of your favourite collections ever and I would make a collage with it. Here’s @readysetfashion’s choice: the forever inspiring autumn-winter 1998 collection by the one and only Helmut Lang. A bit about this ground-breaking, now-cult line-up in the words of mimalism master: “This was at the moment when I moved my company from Europe to the United States. As I was preparing for our next ‘séance de travail,’ which was highly anticipated, I felt that it was in many ways a new beginning for me, and also a new beginning for how to communicate my work. I sensed at the time that the Internet would grow into something much bigger than imaginable, so I thought it was the right moment to challenge the norm and present the collection online. It was a shock to the system, but a beginning of the new normal. In terms of the broader context of the industry, we made in the same season the entire collection available on a public platform, allowing consumers for the first time to get an unfiltered view of my work.” Look back at the entire collection here!

More of your choices are coming in the following days! If you missed the game, you can still write me your favourite collection and I will do the work. Got plenty of time. Culture isn’t cancelled, fashion isn’t cancelled!

Collage by Edward Kanarecki.

Would love to hear what you think!

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