For fall 2020, helmutlang creative director Thomas Cawson and his team decided to prioritize art and representation over a fashion presentation.
Entering 2020, it’s clear the fashion system needs to change. Helmut Lang creative director Thomas Cawson and his team seemed to take that to heart for fall 2020: They decided to prioritize art and representation over a fashion presentation. The impetus wasa compilation of important and engaging photographs taken by Sunil Gupta when he was studying at The New School.
Artistic collaboration is a value dating back to the brand’s founding. Helmut Lang commissioned work from Jenny Holzer, and worked with the Robert Mapplethorpe Foundation. Since joining the company, Cawson says he has been cultivating a predominately queer artistic community around it, which he wanted to reflect in the inclusive casting that includes models, artists, and actors.
Join the conversation: Gupta’s photographs of the fall 2020 collection are being exhibited with black-and-white images from 1976 in the Helmut Lang boutique at 821 Washington Street through Friday, February 14.
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