The label’s newest models are actual NYC taxi drivers who modeled the new capsule collection at a Queens body shop.
The taxi ad is typically reserved for Broadway shows and gentlemen’s clubs, with the exception of one designer who wasn’t afraid to be on the top of cabs whizzing and honking throughout the city. Helmut Lang started mobile advertising for the label in 1998 (other unlikely places Helmut Lang ads have been spotted: National Geographic) and, after a hiatus, the label’s taxi ads are back — and this time, the cab drivers are the models.
On Monday, 275 Helmut Lang-branded cabs reading “Impress your parents, wear Helmut Lang” could be spotted around the city, and the brand celebrated its taxi residency with a limited-edition capsule collection of hoodies and long-sleeve shirts. The campaign was shot at a body shop in Queens where real cab drivers were the models. Each piece from the collection is inspired by a photograph of a Helmut Lang advertisement taken by Iain R. Webb in 2000.
The capsule collection was the brainchild of Isabella Burley, Helmut Lang’s 27-year-old editor-in-residence who’s been keeping the brand relevant by working with people like Hood by Air’s Shayne Oliver. You can shop the collection here, or if you’re looking to save some money, keep an eye out for a Helmut Lang cab giving away free merch.