Have you ever purposefully chosen to shock your parents just before you head out for a night on the town with an outfit you know they'd be more than disapproving of? Has your mother's disapproval of your latest designer cop ever managed to dampen the mood for the rest of the day? Fear no longer as Helmut Lang releases their 'Impress Your Parents Wear Helmut Lang' T-shirt range. Side note: Helmut Lang note that they 'do not promise that wearing them will impress your parents, your friends, your co-workers, your many followers on instagram, though these are all known side effects. The way we see it, these clothes can suggest possibility. What you do with that possibility is your choice.'
Taking inspiration from popular 80s public service announcements, the brand's latest campaign was shot in London's popular areas, Hackney and Dalston, during the national lockdown. The campaign imagery sees a group of young creatives and friends pull together ideas to discuss how they have evolved to cope through the pandemic and even how they try still to this day to 'impress their parents.' Other slogans in the campaign read 'Helmut Lang says stay in school' and 'Helmut made me do it.'
Impressive or not, we're sure parents will not be disappointed. if you're looking to impress your parents and stay in their good books, you can browse the capsule collection here