Helmut Lang

For Holiday 2020, Saintwoods and Helmut Lang collaborated on a capsule collection. Entitled “See You Soon”, Saintwoods sought to embody the corporate personality of Helmut Lang and the unrelenting yearning for the annual paid holiday. We looked to explore notions of daydreaming and the strong desire to find release from the prosaic monotony of corporate culture. With the graphic language we explored concepts of transportation, alluding to the aspirational ideals of escape.

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    Inspiration
The initial inspiration for the photography comes from 1990s Helmut Lang magazine editorial. For a brand with such a strong visual catalog, looking at their archive was an important part of the process. The juxtaposition of the photographic seamless backdrop with the hard industrial surroundings echo the dichotomy the corporate worker faces; their work life, and their idealistic life outside of the open-plan office. The furniture chosen for the shoot was referenced from Studio Cicetti Architect’s Helmut Lang Perfumerie. Some of the furniture used in the shoot, the file cabinets in particular, was pulled from the HL office space that was used as the location for the photoshoot.

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