The photographer continues ten years of creative collaboration with the brand with his "logo hack" capsule collection
An accomplished photographer, multimedia artist, and gay rights activist, Slava Mogutin can now add “fashion hacker” to his list of accomplishments. His recently released “logo hack” for Helmut Lang is another notch in a creative partnership which has now lasted nearly a decade.
Mogutin first collaborated with the brand in 2010, when he shot portraits of go-go boys wearing archive Helmut Lang in a series titled “Helmut Go-Go,” recently published in Bros & Brosephines. But only months after the shoot, a fire at the Helmut Lang studio in New York destroyed almost 6,000 of the archived pieces
Almost ten years following the fire, Helmut Lang invited Mogutin to collaborate on capsule collaboration, drawing upon the “Helmut Go-Go” series but this time putting his own stamp on the brand. In addition to the logo-type redesign, created with South African artist Jan Wandrag, the collection features a satirical phone hotline,“1 (833) HELL-YES,” and two images from Mogutin’s “Stock Boyz” series in which the artist printed pin-up-style photographs of male models on newspaper finance pages.
In this photo series, Mogutin photographs friends, artists, and frequent collaborators wearing a collection meant to cement fashion as an art form with social and political bearings.