After Helmut (Lang) - NYT

[fourboltmain]

This is like when CBS bought Fender. Meh, it's just a name, the quality will fend for itself.

http://en.wikipedia.org/wiki/Fender#Sale_to_CBS

 

[belletrist]

They're both ridiculous and haughty...

I wonder who will buy Helmut Lang without the actual design (or even a strong influence - bondage/etc), because the name itself is not THAT popular.
That's sad...
I hope that one day we will have the chance to wear again something designed by the man himself (old collections' pieces are rarer and rarer on yoox/ebay...)
But even if he manages to re-buy his brand (which he won't IMO, I think he's disgusted, just like Jil Sander, both are now very rich, so I don't think they will go back on business), it will be difficult (Prada has sold all his shops right?) to make his house what it used to be

 

[Deleted member 7575]

I have a little more belief in this than most of you, I didn't think I would.

They are completely repositioning it from what Helmut Lang actually was. They are pretty clear about what they are doing in the article actually. Their target consumer is not someone who already has a an idea of what HL was. They are not trying to win over HL fans, far from it. What the article was hinting at but couldn't say is that their target consumer is someone who knows next to nothing about HL. That is the only person who would buy the clothes and that's plenty of customers.

The mainstream has really no idea of who HL is. My brother reads GQ rountinely and he has no clue. HL is not part of the mainstream style/designer vocabulary, at least in America. That's why it is a contemporary line rather than high end RTW like it was before. They can't compete in the same market so they simply lowered the label into a new one, it's smart.

They are essentially diffusing the entire brand into a would-be diffusion line. They don't have to worry about keeping up with the brand's legacy yet can still use that legacy for marketing and design direction.

I wonder if they have access to old patterns and garments. They could just remake HL classic items with cheaper fabric and seams and sell and market them to whole new market that has no idea of what they were orginally like.

This could work out, or they could have miscalculated and no one really wants to buy HL without the actual HL behind it.

 

[JJohnson]

I cant wait until they present in NYC! I love love!

 

[SiennaInLondon]

I hope this wont be sad as some of you predict. But then again, when corporate stuff gets in the way of fashion, the consequences can, and have been disastrous. I still think, as a Lang devotee, that this is the most exciting news in the fashion world at the moment. It is worth reminding ourselves that most houses today exist without their founders, either because of financial issues, or because they are old houses. The aesthetic will not be totally the same but I think people know what say, the YSL look or the Balenciaga look involve. If they manage to stick to that, it is a good start.

 

[casem83]

I am a huge Helmut Lang fan, he's what really got me in to fashion and my first designer pieces were Helmut Lang. I cherish those items now, but unfortunately I don't have many since at the time my price barrier and access to the brand was very limited.
As others have said, I'm terribly disapointed at how this has panned out, I know they are going for a new consumer, but why pay so much for a name that your target consumer won't recognize?
But still I'm interested to see what they come up with, if it's good and I can get some basics that fit like old helmut lang I might buy them.
Unfortunately, I don't really see Helmut Lang, or Jil Sander for that matter, getting back into the fashion business. They seem happy where they are, and I can imagine not wanting to build a brand from the bottom up TWICE in one lifetime.

 

[belletrist]

Sure Helmut is happy in his 4564525142541651441 billions dollars ranch, with his cats, pigs, and boyfriend, and he won't design anymore I believe.
Anyway:
"They could just remake HL classic items with cheaper fabric and seams and sell and market them to whole new market that has no idea of what they were orginally like."
No no no I don't see any brand who have kept its designs/quality while becoming more mainstream. See what is currently happening to Dior (which was't elitist... so image mainstream Helmut Lang... Mainstream Jil Sander, mainstream whatever...)

 

[BerlinRocks]

a store will be opening this autumn in NYC...
maybe you know already.
and the SS07 is coming soon on their website... maybe for a long time, non?
does someone has images... maybe?

 

[lucy92]

berlinrocks, keep checking shopbop.com
you should see images there soon. they will "exclusively" be selling the line.

 

[Whitelinen]

I feel this might turn out to be a good thing.

Not so sure anymore. I do not like continuing "old houses". No matter if it Chanel or Helmut Lang.

 

[BerlinRocks]

^and Vionnet....??! hehe...
Helmut Lang was not "dead" by his decisions but because of Miuccia Prada Desire of FullPower (i hate her!) ... so it can still continue i think...

 

[Whitelinen]

Ok, you got me but in theory, I do not like the idea of continuing other designer's work. Show and sell your work under your own name.

 

[JJohnson]

There is content on the Helmut Lang website now!

 

[4n98]

OH,I like his designing.Waiting for his returning.

 

[ultramarine]

I just cant over the fact of designers unable to design under their OWN names ... sad with Halston, sad with Helmut ... If I was the king of the world things like this wud never happen.

 

[lucy92]

saw an ad in todays new york times from barneys coop. they have the line now.

 

[iyemstoopid]

ive seen some of it.. definitely not the helmut lang i know

 

[brian]

i hate this crap. check the website.

 

[markie]

I just cant over the fact of designers unable to design under their OWN names ... sad with Halston, sad with Helmut ... If I was the king of the world things like this wud never happen.

yep, yep

 

[JJohnson]

It's already in stores? Oh I must go check it out!