Helmut Lang spring / summer 1991
It is all about today. It has to do with my personality, with my life and with the idea that quality doesn’t go out of style every six months. Working effectively with fashion means adding pieces to a continuing story, evolving fluently year after year.
The basis of really effortless style, is found in minimal exaggeration. A perfect economy of cut and exacting attention to finish is sometimes lost to the careless eye, which gives it precisely the sort of anonymous status that the truly knowing admire. If you have to ask, you don’t get it, in either sense. Downbeat elegance is founded in precise proportions and clean tailoring; balancing hi-tech fabrics with real clothing. The result is fashion put into a different context to become something known, unknown.
scans from spring / summer ‘91 catalog