Helmut Lang Expands It’s Reach Via a Partnership with Montreal-based Saintwoods
For Resort 2020, Helmut Lang partners with Montreal-based Saintwoods to present “See you soon,” a capsule collection of illustrated pieces inspired by travel through air, land and sea.
The pairing is unusual for the house founded on an ethos of avant-garde minimalism but does embed the house with a more youthful streetwear audience. That audience comes from Saintwoods, a lifestyle brand and creative agency, founded by Nathan Gannage and Zach Macklovitch. The brand has been credited with revitalizing Montreal’s Boulevard Saint Laurent with a number of pop-up shops, restaurants, and nightlife ventures; globally they throw high profile events at some of the worlds largest get togethers from PFW to Art Basel. Saintwoods has previously partnered with brands like Nike, Places+Faces, and Bone Soda.
The “See you soon” capsule is infleunced by the world of an international jet set lifestyle through newly designed graphics. Each illustration embodies the key means of transportation, including a plane, sailboat and cab. The latter is a nod to the iconic Helmut Lang taxi top from 1998, when the label was the first fashion brand to advertise on taxis.
Photographed by David Brandon Geeting, the Helmut Lang and Saintwoods campaign is an homage to the creative communities of these two labels. Featuring talent such as Ian Isiah, Martine Ali, Leo Fitzpatrick and his son Otis, Coileray Collins, and Bouba Savage. The campaign will live on Helmut Lang’s digital and social channels and on a billboard on Queen Street in downtown Toronto.
