Helmut Lang

Helmut Lang label was created by an Austrian fashion designer of the same name in 1986. Lang was known for his minimalist, high-end designs, and the label’s 2020 Helmut Lang T-Shirt Contest called for contestants to submit an original yet on-brand design for a limited-edition t-shirt. I chose to do a tribute to the label’s Spring 1992 advert, which featured rows of pinned underwear as a backdrop for the label name. Instead of underwear, I used disposable masks, now as essential as underwear due to the COVID-19 crisis. The typography of the original advert is replaced with the label name spelled out in clothespins, with “LANG” overplayed in a jagged, edgy font.