Helmut Lang hires NYC Taxi Drivers to model his new collection
Breaking news: models in New York have lost their job to their taxi drivers
Step aside Gigi, you ain't the only in-demand model in the Big Apple.
As more and more brands look for diverse models to represent their clothes, the fashion industry faces an entire overhaul of what it means to be a typical model.
The latest brand to throw out the outdated ideal of a model is Helmut Lang, who chose instead to use some New York City icons as the models for its new streetwear-inspired collection. For The Helmut Lang Taxi Project, the brand picked models who spend their lives roaming New York's streets, taxi drivers.
In a series of photos for the new line, the middle-aged average-looking men are decked out in the expensive designer duds, looking positively at home as they lean against their yellow cars in an urban parking lot functioning as the backdrop.
Alongside descriptions of the taxi drivers, the pictures have a relatable and upbeat feel, partly due to the surprisingly good job they did modelling their new clothes.
Comprised of yellow and black hoodies that look basic, albeit comfy, and white T-shirts, the line embodies a laid-back yet high-end feel.
However, the cost of the clothes, despite their relatability, will set you back quite a bit. While they might look like sweatshirts you could pick up at just about any store, they will actually cost you a steep £150 ($210).
If that’s out of your budget, the T-shirt is available for a mere £92 ($125).
The capsule collection was created to commemorate Helmut Lang’s 1998 taxi marketing campaign, which broke down advertising barriers 19 years ago when Helmut Lang became one of the first designers to use the advertising space on the tops of taxi cabs to promote his line. To promote the new collection, Lang is relying on his former technique - the collection will be advertised throughout the city on 275 Helmut Lang-branded taxis.
And for those who love the clothes but don’t have the disposable income to afford them, like so many of us, the brand has announced a giveaway will be taking place from one of its taxis, with details to be announced on social media.
You can shop Helmut Lang's Taxi Collection here: