In a new campaign captured in Dalston and Hackney in East London by Ben Beagent (styled by Tereza Ortiz and featuring casting curated by Lisa Megens), Helmut Lang shows latest Spring 2021 slogan capsule collection.

Ranging from “Helmut Made Me Do It” and “Helmut Lang Says Stay In School” to “Impress Your Parents, Wear Helmut Lang,” the capsule is informed by 1980s public service announcements and tabloid culture, while tapping into how those in the campaign “have evolved to cope through the pandemic and even how they try to ‘impress their parents’.”

The capsule centers around a slogan that first appeared in the 1995 issue of Visionaire number 14, titled “HYPE!” This magazine was limited to just 2000 copies, and was said to be a “parody of the media and a spoof on the tabloids. Visionaire had become known as the fashion magazine that didn’t carry advertising, but this issue was full of ‘ads.’ Funny slogans and tag lines were added to every page.”

You can check out some of the pieces from the capsule below, and visit the Helmut Lang website for more.