Helmut Lang just hired Peter Do as its new creative director

Helmut Lang hires Peter Do

News just in: Peter Do is the new creative director at Helmut Lang.

I can’t say I’ve paid a ton of attention to Helmut Lang recently. Apart from that time they reissued a load of classics it’s not particularly on my radar.

But this feels like a good move for both parties. Peter Do has a loyal following and can bring a fresh perspective to the brand. As we’ve seen with the #quietluxury obsession lately and the renewed interest in 90s minimalism, there’s plenty more mileage in the Do/Lang aesthetic and as long as they maintain some of the heritage while trying some interesting marketing initiatives, it could entice a new generation of customers.

Read more here.

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES:  Peter Do SS23
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