Helmut Lang has called on fans of the label to be the faces of their latest campaign, a collaboration with subcultural documentarians Ari Versluis and Ellie Uyttenbroek, better known as Exactitudes.
Among those faces are longstanding Lang diehard Kanye West, who drew inspiration from Helmut Lang for his Yeezy clothing line, and Solange Knowles, who’s known to rock the brand on major occasions.
The A4 grid of 12 uniform portrait shots is a quintessential layout from photographer Ari Versluis and profiler Ellie Uyttenbroek. Each series for Exactitudes is presented that way. Part social experiment, part fashion documentary, the project began in 1994 as a study of group identity and individuality.
The pair has since traveled the world searching for clusters of Young Executives, Casual Queers, Bimbos, and many, many more eccentrically identified and subsequently profiled sets of humans. Or, as described by the Exactitudes site, “a project that, put it simply, is a striking visual record of more than three thousand neatly differentiated social types the artists have documented over the last twenty years.” This is the first time they’ve collaborated with a brand.
Their bringing together different generations of Helmut Lang superfans feels like natural campaign fit, as does mixing together different generations of Helmut Lang pieces. Each subject wears a combination of archive, new-generation Shayne Oliver, and re-edition items.