Helmut Lang Lanches Hank Willis Thomas Collaboration

The Collection Translates the Conceptual Artist’s “It’s All About You” Piece Into Wearable Artworks

Helmut Lang has collaborated with Brooklyn-based conceptual artist Hank Willis Thomas on a limited-edition ready-to-wear capsule. The collection is based on Thomas’ text-based, lenticular artwork “It’s All About You” – which, when viewed from another angle, instead reads, “It’s Not About You.”

The design team explored several different production techniques to bring this double-layered, lenticular effect to life in different ways through the different pieces of clothing, such as reverse printing and grouping together multiple printed layers. Considering the collection more as a collaborative art project than a commercial partnership, Helmut Lang has printed the artist and artwork credits on each garment.

The collection is captured in a series of campaign photographs by Elliott Jerome Brown Jr. Starring fellow artists and friends of both Thomas and Helmut Lang, the photographs echo the collection’s aesthetic ideas of shifting perspective and duality.

In keeping with Thomas’ use of art as a platform for conversation and activism, 15% of the proceeds from the capsule will be donated to Incarcerated Nations Network, a global network and think tank that supports innovative prison reform efforts around the world. INN connects over 100 justice partners globally who do a range of reform and reimagining work, from restorative justice to education behind bars and reentry support. By amplifying partners’ efforts and building global coalition, INN works to end mass incarceration worldwide.