Helmut Lang have released their new Slogan Capsule, a collection of fresh tees and hoodies that traces its roots back to VISIONAIRE 14 HYPE!, the satirical publication released in the 90s that featured spoof adverts from the likes of David Sims, Inez and Vinoodh and of course, Helmut Lang.

Back then, the idea was to parody what had become a saturated market of tabloids and fashion publications, all of which competed for consumer attention with increasingly loud and lurid covers. VISIONAIRE 14 HYPE! was a response to all that, a tongue-in-cheek rebuttal to the jam-packed newsstands that mainly comprised mock ads. A highlight from this now coveted collector’s item includes an ad for Helmut Lang Industries photographed by David Sims featuring slogans like “The only company that loves you” and “Impress your parents wear Helmut Lang”.

Some 25 years later and the one-off publication has now come to life via a new capsule collection with an altogether more serious tone. With a campaign that was shot in Hackney during lockdown, the images portray a community of friends and young creatives who discuss how they have coped through the pandemic and, without a shred of irony, how they try to impress their parents.

Shop the collection here.