Helmut Lang, a designer known for pushing the boundaries of the fashion industry, is once again making waves with the launch of his new perfumes on the Internet. This unconventional move raises the question: how can one sell a scent that cannot be smelled? The answer lies in the power of brand awareness. The Helmut Lang perfumes are not just about the product itself, but about the experience of the brand.
Richard Gluckman, the architect behind Lang’s iconic stores and residences, describes the Internet launch as being “at one remove from the empirical experience.” In other words, consumers are being asked to engage with the brand on a different level, one that challenges traditional notions of consumption. This is not the first time Lang has defied expectations. From moving his fashion house from Europe to America to staging his collections in advance of the fashion calendar, Lang has consistently pushed the boundaries of what is possible in the industry.
One of Lang’s most notable achievements is his ability to turn everyday items into high fashion statement pieces. Take, for example, his distressed jeans that have become a must-have item for fashionistas around the world. Despite the seemingly outrageous price tag, Lang’s jeans have become a symbol of elegance and sophistication. Kim Stringer, fashion director of Japanese Vogue, admits to owning a pair herself, praising their perfect fit and unique aesthetic.
In a world where trends come and go, Helmut Lang stands out as a visionary who is unafraid to challenge the status quo. By launching his perfumes on the Internet and redefining the concept of luxury fashion, Lang continues to inspire and push the boundaries of what is possible in the industry.
