FIRST appearing in the campaign Helmut Lang Industries (the only company that cares for you) in the 1995 counter-culture magazine Visionaire 14 Hype!, the slogan Impress Your Parents Wear Helmut Lang has evolved into a now-iconic piece of advertising.
Today, many years on and no-less as powerful, Helmut Lang have brought out a capsule collection, entitled Slogan, with the famous quote as its inspiration.
Coming with a warning that “we do not promise that wearing them with impress you parents, your friends, your co-workers [etc]” but stating that it is a likely side effect of wearing the collection pieces. With that possibility, why not?
Helmut Lang: “How do you impress your parents?”
Theo: “After asking my mum and nan, they told me that my ability to overcome adversity impresses them.”
The campaign for Slogan was photographed in London’s Hackney and Dalston during lockdown. A group of young creatives came together with their friends to discuss how they have coped and evolved during the pandemic, but also asking the all-important question of, how do they try and impress their parents.
With their jobs ranging from the arts to activism and even volunteering the campaign is a raw look into a collective with different hopes and dreams.
Maybe it is time to impress our parents with a Helmut Lang t-shirt?
by Imogen Clark
