Editorials
Helmut Lang debut editorial styled by Peter Do, featuring Rina Sawayama
An exclusive editorial marks the launch of Helmut Lang on Zalando, styled by the brand’s creative director starring our Designer ambassador.
Zalando’s excited to unveil the arrival of luxury brand Helmut Lang on Zalando, marked by an exclusive editorial styled by the brand’s Creative Director, Peter Do, and featuring our Designer ambassador, Rina Sawayama.
The editorial pays homage to Helmut Lang’s timeless legacy of utilitarian design and minimalist charm. Since its foundation in 1986, the brand has captivated fashion enthusiasts worldwide, and with Peter Do’s visionary leadership since 2023, its appeal has only intensified. Showcasing the latest designs from Do, renowned for his innovative “system of dressing” – the editorial features iconic pieces and Helmut Lang signatures like the seatbelt suit.
Rina Sawayama, the versatile musician and actor, brings her magnetic presence to the editorial, embodying the essence of Helmut Lang’s aesthetic. Reflecting on her experience with the collection, she shares “This collection is full of timeless silhouettes. The pieces are wearable, elevated, and I can see myself wearing them for seasons to come. Peter’s incredible tailoring was such a staple of this project – it’s amazing how an outfit can transform how you feel and in his suiting, I felt the most powerful version of myself.”
This collaboration marks another milestone in Zalando’s ongoing partnership with Rina Sawayama, our ambassador for designer and luxury fashion. Earlier this year, we introduced the new enhanced Designer experience on our website and app, establishing a luxury boutique-style space for designer brands. The new destination not only showcases our brand partners’ collections but also provides a canvas for immersive storytelling, seamlessly integrated with inspirational editorial content.
The new Designer experience offers brands the opportunity to connect with customers on a new level, tapping into innovative immersive experiences and strong storytelling.
Lena-Sophie Roeper, General Manager of Designer at Zalando
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