One of the most important creative partnerships of the year is on the way.
The New York fashion house Helmut Lang has officially announced that starting from 15 May 2023 the young designer Peter Do will take over the creative direction of the brand.
Helmut Lang is known as one of the designers who made the history of the 90s for his pioneering and minimalist approach, especially in the New York scenario. Despite the decision of the founder of the same name to leave the fashion industry years ago, the brand continued without him, perhaps losing in part its extremely essential character but still remaining well recognizable in its style.
On the other side we have Peter Do, who founded the eponymous label in 2018, also in New York. In addition to its superior craftsmanship, the Do’s label is known for its impeccably minimal style, which revolves around a neutral and stark color palette, black and white with occasional pops of colour.
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From these premises it can be understood that the union between the young New York designer and the brand that symbolizes 90s minimalism is more than logical and potentially successful, especially given the growing popularity of Do and the need for the Helmut Lang brand to give even more light to its potential.
Peter’s affinity for Helmut Lang began during his formative years at FIT, the Fashion Institute of Technology in New York City. “No one embodied radical thinking more definitively than Helmut Lang. It is my deep honor to be entrusted with ushering in the next chapter of Helmut Lang’s legacy,” said Do. “I am excited to learn from the foundations this house stands on and to continue creating new, energetic clothes that inspire people to challenge their understanding of what is possible when it comes to expressing their individuality.”
Despite the designer’s extremely humble and discreet disposition regarding this new success, there are many who believe that at the moment there is no designer more prepared to restore Helmut Lang to his former glory than Peter Do. The brands founded by the two creatives, while having stylistic traits that distinguish them, belong to the same universe of refinement, modernity and synthesis, in a certain sense attracting also the same category of consumers.
“We are thrilled to have Peter Do join Helmut Lang as creative director. His clear and innovative approach to design very much aligns with the brand’s ethos and heritage. His experience with luxury fashion houses and his acclaimed eponymous label make him a natural choice for this role.” Helmut Lang CEO Dinesh Tandon said in a statement.
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Peter will work in the Helmut Lang design studio located at Fast Retailing’s Design and Innovation Center in New York City and he will oversee both men’s and women’s collections. His debut collection, Spring/Summer 2024, will be presented during New York Fashion Week in September.
