Helmut Lang operates as an in-house design collective built on three pillars: utility, civility and deviance.
A state of being useful, profitable, or beneficial; functional, resourceful, pragmatic, direct, honest.
Formal politeness and courtesy in behavior and speech. Subtle, generous, patient, thoughtful, considered.
The fact or state of departing from usual or accepted standards. Humor, rawness, disobedience; an appetite for doing things the “wrong” way.
Utility, civility and deviance challenge each other while operating in a relationship of interdependence. In upholding this balance, Helmut Lang communicates considered design through limited-edition collections, thoughtful art collaborations, and avant-garde advertising. Deconstructing and re-thinking everything from uniform-wear, sartorial traditions, and everyday staples—Helmut Lang makes dressing people for their daily lives a radical proposition. Each collection explores the possibilities of utilitarian clothing through ready-to-wear signatures such as denim, shirting, blazers, trousers, and t-shirts. The result is a uniform for the creative class that is simultaneously clean and complex; minimal and epic.