First, Helmut Lang gave us his-and-hers hot-pink outfits (bless!) and now, they’re giving us a beautiful new campaign in collaboration with Russian multimedia artist Slava Mogutin.
Starring adult film actors, queer activists, and models John Tuite, Sean Ford, Keon Casmi, and Guilherme Scarab, the collaboration features the group wearing the collection’s logo t-shirts, nylons, and sweaters. It’s a continuation of his “Helmut Go-Go” capsule, which reimagined blue-collar uniforms. Created with Mogutin’s creative director Jan Wandrag, pieces in the collection were splashed with “1-833-HELL-YES”— a phone number that invited callers to hear a series of prompts recorded by Mogutin.
For the “Helmut Go-Go” extension, dubbed “Stock Boyz,” the new series is gender-fluid—a hallmark of Helmut Lang—and a tribute to Mogutin’s 2008 project of the same name. According to his statement, Stock Boyz is a “series of male pin-ups of anonymous figures” that, in the early 2000s, “appeared on several obscure, mostly Eastern European and now defunct, fetish websites.”
The Helmut Lang “Stock Boyz” collection takes those prints of male figures superimposed on financial stock reports and offers them on t-shirts and sweatshirts. The collection is available on helmutlang.com and select retailers.