Helmut Lang uses new ads to facilitate real-life romantic connections

For those who are sick of dating apps, Helmut Lang is using an old-school tactic to help NYC singles find their matches, while simultaneously promoting their pre-fall line.

The brand has never been afraid to experiment—Lang was the first designer to release a collection on the Internet as well as the first designer to advertise on top of New York taxi cabs—and this time around, the city-based label has recruited 12 single New Yorkers to pose for ads, clad in the latest collection. Each ad features the person’s name, age, and a blurb about what they’re looking for in a suitor.

The first collection and accompanying campaign to launch under Helmut Lang’s new editor-in-residence Alix Browne, it plays on matchmaking ads from the ’90s, plus the whole thing is for real. Interested parties can contact [email protected] to get in touch with the potential future partner of their choice and Helmut Lang will facilitate actual connections.

See more eligible bachelors and bachelorettes here.