Iconic German label Helmut Lang as lead by Shayne Oliver has released a photo campaign made with photographers Ari Versus and Ellie Uyttenbroek, who are known for their “Exactitudes” series, a project first launched in 1994 that highlights counter-culture creatives. The project with Helmut Lang marks the first time the two photographers have ever worked with a brand.
Appropriately enough the Helmut Lang images feature Kanye West, who is a known fan of the label. The shoot also includes Solange Knowles, as well as Vogue editor Yohana Lebasi, stylist Rhamier, Dazed editor Isabella Burley, model Alison Marie Isbell, stylist Anna Santangelo and vintage boutique owner Johnny Petrozzino among others.
The participants are shot wearing a mix of new pieces designed by Oliver as well as revived “re-edition” archival pieces. In the case of West, he’s wearing a piece from his own wardrobe. Solange is wearing a re-edition piece.
HELMUT LANG FANS seen by EXACTITUDES® New York, 2018 Established in 1994, Exactitudes® is an ongoing photographic project by Ari Versluis and Ellie Uyttenbroek focused on documenting underground subcultures and global communities. To celebrate Helmut Lang Re-Edition, @isabellaburley invited Exactitudes® to capture cross-generational Helmut Lang collectors and fans wearing Volumes 1 and 2, marking their first collaboration with a brand. WWW.HELMUTLANG.COM PHOTOGRAPHY Ari Versluis & Ellie Uyttenbroek – Exactitudes® EDITOR-IN-RESIDENCE Isabella Burley CREATIVE ADVISOR Ava Nirui CASTING Danielle Emerson PRODUCTION Mary Turpin