June 1, 2018 |
Do you know the right way to hail a cab in at least 5 countries? The team at Helmut Lang definitely does. In what seems to be a new chapter in their continuous celebration of cab culture, the brand has just released a summer campaign for the new edition of multicoloured T-shirts and hoodies printed with the ultimate international word – TAXI. It’s been exactly 20 years since the brand’s founder became the first designer to book fashion ads on the tops of NYC taxies, and Helmut Lang already recreated this historical moment last year with a New York City-based campaign to match. But this year the cab love has gone worldwide. In addition to Alex Lee’s photographs of NYC taxi drivers wearing Helmut Lang, the brand commissioned Alexandra Leese in Hong Kong, Patrick Welde in Paris, Kenta Nakamura in Tokyo and Tom Emmerson in London to capture each of the cultural capital’s coolest cabbies wearing what should probably become part of their official uniforms. And in true Helmut Lang style – each of the cities got its own merch colour – to match the hues of the actual cars. We know most of you probably only remember taxi horror stories, but these photos full of character and personality make us want to ditch the Ubers and Lifts and go old school and hail, Carrie Bradshaw style.
