page_title: Helmut Lang (fashion brand)
section_title: Helmut Lang brand re-launch
hierarchical_section_title: Helmut Lang (fashion brand) / Helmut Lang brand re-launch
caption_attribution_description: English: A woman wearing a Helmut Lang romper suit
context_page_description: The Helmut Lang fashion brand was created by Austrian fashion designer Helmut Lang in 1986. The Helmut Lang brand still exists today, but has been carried on without Lang's involvement since 2005.
context_section_description: In May 2006, it was announced that Michael and Nicole Colovos, an American-New Zealand designer couple, who formerly had their own Los Angeles-based denim label Habitual, had been installed by Link Theory as creative directors for the new Helmut Lang brand. From February 2007, select upscale retailers such as Barneys or Bergdorf Goodman started to carry the spring/summer 2007 Helmut Lang contemporary sportswear collection. The design office has been set up in West Chelsea in New York. The collection, described as "a commercial reduction of [Mr. Lang's] fashion identity", has received quite favorable reviews even though it is clearly not seen as a continuation of the original line. The item prices in the collection are about 20% above those for comparable theory items and, hence, below the original Helmut Lang prices. Link Theory expects to generate US$ 8 million in revenues in 2008, and make a profit in 2009 with the label. The company also announced that "over the long term" they intend "to also establish exclusive Helmut Lang shops" in the US, Europe and Japan.
  The Helmut Lang web site was re-activated at the end of 2006 and was fully launched in spring 2007. Mr. Lang, who now resides on Long Island of independent means, is said not to be involved in the label's re-launch in any way.
  In February 2014, Michael and Nicole Colovos, after eight years of being creative directors, left the company.  The Colovos designed the 2014 Fall collection called Rough Terrain.
  In March 2017, it was announced that in lieu of a creative designer, Helmut Lang would re-launch with Isabella Burley, editor of the British youth culture magazine Dazed & Confused, as “editor in residence.”
  In January 2018, it was announced that Alix Browne would be appointed as "editor-in-residence," replacing Isabella Burley. 
  In August 2018, the brand engaged in a series of layoffs after several years of profitability, with the aim to restructure the organization.
caption: A woman wearing a Helmut Lang romper suit
exif: {"Image Make": "Canon", "Image Model": "Canon PowerShot SD870 IS", "Image Orientation": "Horizontal (normal)", "Image XResolution": "72", "Image YResolution": "72", "Image ResolutionUnit": "Pixels/Inch", "Image Software": "Adobe Photoshop CS3 Macintosh", "Image DateTime": "2009:07:07 09:23:42", "Image HostComputer": "Mac OS X 10.5.6", "Image YCbCrPositioning": "Centered", "Image ExifOffset": "260", "Thumbnail Compression": "JPEG (old-style)", "Thumbnail XResolution": "72", "Thumbnail YResolution": "72", "Thumbnail ResolutionUnit": "Pixels/Inch", "Thumbnail JPEGInterchangeFormat": "662", "Thumbnail JPEGInterchangeFormatLength": "5142", "EXIF ExposureTime": "1/250", "EXIF FNumber": "14/5", "EXIF ISOSpeedRatings": "80", "EXIF ExifVersion": "0220", "EXIF DateTimeOriginal": "2009:07:06 20:54:34", "EXIF DateTimeDigitized": "2009:07:06 20:54:34", "EXIF ShutterSpeedValue": "255/32", "EXIF ApertureValue": "95/32", "EXIF ExposureBiasValue": "0", "EXIF MaxApertureValue": "95/32", "EXIF MeteringMode": "Pattern", "EXIF Flash": "Flash fired, compulsory flash mode, red-eye reduction mode", "EXIF FocalLength": "23/5", "EXIF ColorSpace": "Uncalibrated", "EXIF ExifImageWidth": "540", "EXIF ExifImageLength": "781", "EXIF SensingMethod": "One-chip color area"}