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An effective way to show the usability of a collection is to take it to the streets, and that is exactly what Helmut Lang has done with its Fall/Winter 2020 collection at New York Fashion Week.
Avoiding the traditional show or even a presentation, the brand turned to photographer Sunil Gupta to capture the garments as models wore them down iconic Christopher Street.
In the late 1970s, Gupta was responsible for many photos taken in that same area – shortly after the time of the famous Stonewall riots-. A past present connection in which Sunil works as a nexus.
Helmut Lang FW20
The result: a lookbook that seeks to position the collection through a fluid genre look and that seeks to portray people “who have been denied a space to be themselves”.