In 2006 Helmut Lang was acquired by Link Theory Holdings (developer of the theory fashion label) and the only official website was taken offline.

Shortly thereafter, two A-list designers (Michael & Nicole Colovos) were installed as Creative Directors for the new Helmut Lang collections and, besides creating a first-ever E-Commerce shop, Helmut Lang needed a new brand identity and lens through which to position the brand.

Our brief was to invent an E-Commerce platform and interface that complimented the minimalistic reduction of the brand with a respectful nod to its roots, but avoiding too much historical nostalgia.

Our solution was to create a custom E-Commerce platform with plenty of room for future in-house development, provide photo direction and comprehensive style-guides for product and featurette production and a bold new fresh look for a modern classic, with a respectful nod to its rich heritage.