Helmut Lang shows fall 1998 online and on CD-ROM instead of a runway, 81 looks, hailed as the first; the cancelled first New York show; spring 1999 shown ahead of Europe, six weeks early
Helmut Lang (@helmutlang) had moved his headquarters from Europe to New York before the 1998 show. Taxi-top advertisements in New York promoted the new website, and the brand's ads ran on New York taxis from 1998 to 2004.
The weekly
NewsletterWeeklyOne email a week. Every post from the week, and what didn't fit on a slide.Free. Never shared. Unsubscribe any time.
The post, as it ran
01A CD-ROM AND A WEBSITE WERE HOW HELMUT LANG PUT OUT HIS FALL 1998 COLLECTION, INSTEAD OF A RUNWAY.
02IT WAS 81 LOOKS.
03HE WAS HAILED AS THE FIRST DESIGNER TO DO IT.
04HE HAD CANCELLED WHAT WOULD HAVE BEEN HIS FIRST RUNWAY SHOW IN NEW YORK.
05FOR SPRING 1999 HE SHOWED BEFORE EUROPE, SIX WEEKS AHEAD OF THE NEW YORK SCHEDULE.
06OTHER AMERICAN DESIGNERS FOLLOWED, AND NEW YORK FASHION WEEK MOVED UP FOR GOOD.