Known for his minimalist, deconstructive, and often sever designs, Austrian designer, Helmut Lang is a fashion icon known worldwide. His fashion house because famous in the late 1980s for its simple but refined designs and use of high-tech fabrics. In 1999, Lang entered into a partnership with Prada Group and was later sold to Link Theory where he re-launched the Helmut Lang label with new designers in 2007.
The new creative directors Nicole and Michael Colovos, were tapped to run the Helmut Lang brand because of their combination of “street edge” and femininity, as explained by Andrew Rossen of Theory. They have succeeded at maintaining the brand’s modern, minimalist roots while stamping it with their own point of view.