The Decline of Helmut Lang: How the Iconic Minimalist Label Fell Victim to Consumerism

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Another great video about Helmut:
• Understanding Helmut Lang
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[@BraveNewWear]

I think 1 of the nails in the brands coffin was the reality that the minimalism that was so hot in the 90s was dying off right as Helmut left and without a smart creative vision they weren't really able to pivot effectively - great video :)

[@jacksoncrea]

good point, it was shitty timing and shitty creative direction combined-thank you so much christian!

[@FashionRoadman]

Great vid 🔥

[@jacksoncrea]

thank you so much bro🤝

[@eminemremix200018]

You should do a comparison of rafs work for other brands vs his own label he is the perfect example of being able to seemingly merge his aesthetic while preserving what the label is known for seeing how all these designer failed at doing that at helmut made me think of how well raf does it great video I love content like this

[@jacksoncrea]

that’s a great idea, will definitely put that on my video list and it’ll probably pop up on here sometime. thanks for watching!!

[@wallaceramon5122]

Instablaster

[@periscope7731]

An excellent video and analysis. The Helmut Lang experience was a major moment in fashion, the impact of which is still felt today on runways both sides of the Atlantic. Everything about the brand was cohesive in its messaging: the diverse model castings - some were personal friends- for his Séances de Travail; his flagship boutique design in SoHo NYC. The overall vibe was Heroic. There was a veil of mystery around his personal life which I found refreshing. The clothes were so wearable, immaculately tailored, yet with an edge. No one can do Helmut Lang better than the man himself, IMO. Most definitely still relevant today. Tim Blanks gleefully admits to still dipping into his wardrobe, to wear his favorite archival Helmut Lang pieces!

[@ciko7064]

I am salty everyday about the fall of helmut Lang. Good vid

[@jacksoncrea]

it's so unfortunate. i appreciate you checking it out!

[@alexs7268]

new helmut just relies on logoing and crappy re-editions, so sad to see

[@jacksoncrea]

unfortunately you’re right:(

[@enriquemoon]

Excelent essay. I miss he's work so much. I still use he's pieces I was able to afford in NY. That cologne he had made me crazy. I'd buy two at a time.

[@diana2807]

This is interesting and informative, thanks! I don't work in fashion industry but Helmut Lang aesthetics has a decent following in architecture circle. It makes sense now that I know he is a sculptor. Wonder what you think of their design in recent seasons.

[@esock2001]

First video I’ve seen of yours and I subscribed just off the Vince staples song you used.

[@againstthemall2k5]

this is a huge step up man, you’re killing it. really enjoyed the video

[@jacksoncrea]

thank you so much sonny, means a lot!

[@TheTillinger123]

I got some fast lace combat boots from helmut lang some time ago. Could´nt find any information about when they where released but the quality is really good and they have that sleek yet statement vibe about them that i really like, no matter from when they are. But i´d be really interested if any of you knows more about them.

[@garyzhong1489]

I’m trying so hard to remember the song you play for the video, and I couldn’t focus. Until I remember hearing it from Vince staples!

[@user-sc3dg4mg9b]

Hey, I agree with your take, they turned HL into a mediocre streetwear brand in the worst possible way. I loved HL even in the 2000s when I just started to learn about fashion. Seeing these collections brings me nostalgia as they introduced me to the brand; I wish I could relive my discovery of the full story about Lang himself and his revolution in the late 1980s/early 1990s. And I love your shirt/jacket in this video, where is it from if you don't mind?

[@fendigucci6307]

I think its acc better I just buy simple plain black sweater tshirts joggers and black jeans so i cant be judged on wot i wear. i cant buy gucci fendi balenciaga its gonna look like i dont really know about fashion and i'm just buying it because it popular. if i buy Helmut lang stuff made today its not proper Helmut Lang jusy a cash grab company. Rick owens is becoming as popular as balenciaga, prada i could buy but its gone crazy insane expensive more than gucci for similar item of clothing. All the designers with any integrity have stopped designing now like Ann Demeulemeester so id have to buy used and it could be fake or smell a bit because its old clothing. VERSACE, is tacky too bright owned by micheal kors and would look like i'm trying to flex so wot good designers are left? yohji is not my bag neither is i've decided on buying no clothes and re-dying my old clothes black when they fade in the washing machine after soo many years of use instead. I dont need designer clothes any how their a scam really.

[@ZeoAndre007]

Great video. Song is stuck in my head tho. Please remind me of the name

[@jacksoncrea]

summertime by vince staples!

[@keru5445]

great video man, i don't know too much history about fashion despite enjoying it but your videos are enjoyable and makes the information very concise :)

[@jacksoncrea]

i’m so glad you enjoyed, thank you for the kind words!

[@owen-es9eg]

great video bro ✨🙏🏻

[@jacksoncrea]

thanks so much!

[@sihamstakeon3445]

I love that you didn’t play safe and actually spoke your true and honest opinion on the subject matter. Keep it up

[@AlexToma]

Helmut Lang is one of my favorite designers and following the brand lately I just feel nothing, I don’t mind sweatpants and hoodies but just ain’t really my cup of tea. I want to like the re realise stuff but I find them to be overpriced so maybe I wait the sale.

[@jacksoncrea]

some of the re-release stuff might pop up on second hand markets for cheaper, the sale for that stuff already passed right?

[@AlexToma]

jacksoncrea exactly, but I got an old shirt pre 2009 for €30 that I found online while randomly entering on the seller page while I was looking for somehow different.

[@karstenkroening]

Insane video dude, love to see it !

[@jacksoncrea]

thank you karsten! your video about helmut was one of the sources for this, check the description lol

[@verlegenemandarine]

Is your jacket from dries van Noten?

[@ImSkyblu]

I watch every fashion archive roadman video so I’ll like this

[@jacksoncrea]

so do i haha, great channel

[@ImSkyblu]

Still can’t believe the plain helmut Lang tees sell well

[@walkershows3626]

hype

[@michaeltakkou5828]

His plain Tees are good quality and great fit. One thing that Theory didn’t fuck yo when they bought the brand.

[@gummygallery4020]

Love this style of content man keep it up

[@jacksoncrea]

much appreciated bro

[@SLYTECK187]

I don’t like Shayne Oliver from HBA at HL I feel like they don’t mix at all. It was just the owners of the label wanting to get one of the up and coming designers in Virgil’s circle to please the youth and stay relevant.

[@freesami_]

after those first 2000’s shows, just became so boring and bland

[@jacksoncrea]

agreed:(

[@HugoMRB]

Do you like his 1998 collections? To me they're bellow his previous collections. To me Lang's fall started before Prada's acquisition

[@user-xl5wb3fd9h]

Hey, great video! Could you maybe do something about smaller Streetwearbrands? Greetings

[@nirvanafatal]

I blew up money on Helmut Lang back in 2003, 2004 collections.

[@NicholasRoethel]

amazing video man

[@jacksoncrea]

much appreciated dude!

[@dariusgerring5222]

I was just saying this to my friend when we were at saks the other day, can’t even look at the new helmut stuff is seriously feels like streetwear at this point. Nothing against streetwear but like 😐

[@jacksoncrea]

Helmut's career had a strong influence streetwear in a way, but the stuff now looks like BAD streetwear lol

[@rocksaltzwidaz3411]

looking back at helmut lang is always so sad to see, especially after seeing them now

[@clarenceperkins1835]

I'm bringing his stuff back it was ill like Donna iceberg Fendi

[@bulbi420rdz9]

Really nice video

[@jacksoncrea]

i really appreciate you for watching! thanks for the kind words:)

[@ziaroblatsplay4076]

Amazing video, really interesting!

[@jacksoncrea]

appreciate you checking it out!

[@louisgardner5580]

Designer's namesake labels should die once they leave the brand imo. Like you can't carry on Margiela without margiela, ann demeulemeester without ann, or helmut without helmut. Great vid!

[@jacksoncrea]

agreed, except i do think meunier did a great job at ann. thanks so much!

[@PrincipalSkinner3190]

Disagree strongly with this. Just curious, do you think Alexander McQueen should have died with him?.

[@louisgardner5580]

@@PrincipalSkinner3190 Yea

[@hansm.picazo2550]

What's the song in the intro

[@jacksoncrea]

summertime by vince staples

[@ashtonwu3224]

What's funny is Helmut Lang is more known today for its' archive pieces.... no one talks about their new stuff.

[@Zealch_]

Dude said he beat fashion then dipped lol.

[@jacksoncrea]

basically

[@mdanko3975]

enjoyed the video keep it up

[@jacksoncrea]

thanks so much for watching!

[@bruno8685]

nice vid bro! how old are u?

[@jacksoncrea]

thanks!! i'm 17

[@okay-ej3cr]

great video :)

[@jacksoncrea]

thank you!

[@EthaneticHD]

Great video

[@jacksoncrea]

thanks ethan!

[@annaberger707]

THINK ALMOST TO FRANZI THELL... HE WAS THE PRINCE....NOT YOU...ANNA LI

[@mr-sb3xt]

何言ってるかわかんないけど見てるよー

[@jacksoncrea]

とにかく見てくれてありがとう！

[@flashtmichmega]

Can u speak german next time please

[@johnkoo5114]

This is cringe sorry

[@jacksoncrea]

thanks for the feedback, how so?

[@buurtklusser]

oja

[@massimoandrade7037]

Great video