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Shayne Oliver, founder of high-fashion streetwear label Hood by Air, has been recruited by Helmut Lang as its new designer collaborator.
The N.Y.-based designer has been invited by Dazed editor-in-chief Isabella Burley, who was appointed editor-in-residence at the brand by Helmut Lang CEO Andrew Rosen. Her role will be to “bring her editorial eye and network of creative talent to influence all departments of the company,” according to a release, and one of her first tasks is recruiting Oliver to lead a “special project.”
Oliver’s collection for Helmut of women’s and men’s clothing and accessories will be revealed in September. Details, including prices and the number of pieces in the range, have yet to be revealed. But if Oliver’s HBA designs are any indication, the pieces will be far from traditional. In addition to enlisting Oliver, Burley will take the lead in re-launching Helmut Lang’s website and digital presence this summer.
Helmut Lang, the person, who came to prominence in the 1980s and ‘90s, was known as an innovator for his minimalist, urban designs, including slim suits, denim and high-tech fabric styles, as well as being one of the first designers to show his collection on the internet in 1998. He departed his namesake label in 2005 and pursued a career as an artist. Designer Alexandre Plokhov, who joined Helmut Lang in 2014, has exited the company, according to Business of Fashion.
Oliver, who won the Swarovski Award for menswear at the 2015 CFDA Awards, skipped out on showing HBA during New York Fashion Week this past season. However, he created much buzz with his last collection, a collaboration with Pornhub.com. His brand, which has been worn by Rihanna, Justin Bieber and Zayn Malik, was founded in 2006 and achieved a cult-like following for its unconventional, gender-bending designs (who could forget those two-toed pointed boots?).
Sounds like a match made in fashion heaven.
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