Impress Your Parents Wear Helmut Lang – the iconic slogan returns

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.

Helmut Lang Slogan Campaign
Helmut Lang Slogan Campaign
The Helmut Lang Slogan Campaign

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 Slogan Campaign
Helmut Lang Slogan Campaign

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.”

Helmut Lang Slogan Campaign
Helmut Lang Slogan Campaign
Helmut Lang Slogan Campaign

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 

GLASS HK WELCOMES YOU

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