Helmut Lang – First ever online fashion show (1998)

First ever online fashion show (1998) ⁣⁣⁣

At a time where the very fabric of everyday life has been altered and transitioned on to the internet, it’s perfect to recall the first time that fabric itself was displayed in a collection of clothing online. In February of 1998, the ingenious haute couture designer and artist Helmut Lang became the first fashion designer of his kind to present a fashion collection online. ⁣
The late 90s were an exciting time for the Austrian-born designer, as he was just moving his label from Europe to the USA. In a 2016 interview with Vogue, Helmut further explains “I felt that it was in many ways a new beginning for me and how to communicate my work”. Recognizing the early power of the World Wide Web, the modernist designer opted to release his entire 98’ Fall collection solely in multimedia form, streaming it online through helmutlangNY.com and selling it in CD-ROM. This was a major statement in the high-fashion scene of the time, avoiding the traditional prestigious event of a fashion week show and embracing the disturbance of technology. ⁣
The collection features 81 looks that convey Helmut Lang’s signature minimalist style that rocked the 90s & continues to influence modern fashion beyond measure. The brand is quite prevalent in contemporary hip hop culture, sported by the likes of Solange, Kanye West & Travis Scott. ⁣