During the mid ’90s, Vienna local Helmut Lang arrived to New York with new ideas – many of which would shape how designers advertised their brands. In 1998, the minimalistic label took to the NYC taxi system to advertise its messaging – a first for the industry – and now Helmut Lang is dropping a new collection to commemorate the campaign.
Coined the “Global Taxi Initiative”, the luxury designer revisits the original campaign with a capsule of basic t-shirts, long sleeves and hoodies all sporting the brands logo and limited edition taxi print. Available in black, red, green, white and yellow, the collection will represent the cities of London, Hong Kong, Tokyo, Paris and New York respectively.
Five photographers were commissioned to shoot local taxi drivers wearing the collection, further pushing the creative direction for the project. The themed capsule is priced between $175 to $255 USD, now available for pre-order from helmutlang.com.