HELMUT LANG FRAGRANCES TO BE RELAUNCHED?

The Helmut Lang scent, the packaging, the abstract advertising..it was a thing!

On the subject of reissues, have you heard the rumor that the full line of Helmut Lang fragrances is being ramped up for a full on relaunch even as we speak? That would mean in addition to Helmut Lang by Helmut Lang Eau de Cologne, Cuiron and and the Eau de Parfum would be back in wider circulation. That would right a great wrong as for TI, HL's Eau de Cologne is hands down, the best men's fragrance of recent times (sorry Tom). For commercial juice, that was a pretty involved scent..both musky and powdery which probably explained its cross-over appeal to women. But what would be most amazing of all is if someone, somewhere could rebuild the Helmut Lang fragrance store that stood on Greene Street. It tended to be empty most of the time but what an immaculate space that was.

The interior of that long lost Helmut Lang New York fragrance store: Gluckman Mayner Architects .

There is that inevitable talk about the return of minimalism but Helmut Lang's minimalism was always more that recta-linear simplicity. There was also a conceptual rigor not only to the clothes but also to the advertising, retail interiors and the mass market products like the underwear and said fragrances. Imagine what the Helmut lang cosmetics line would have looked like.