Edgy New York brand appoints a young Vietnamese immigrant designer as its new creative director in hopes of reviving the brand’s heritage.
Young designers signify a new era of fashion. On May 11, 2023, Helmut Lang announced its new creative director, Peter Do. The brand known for its minimalist yet edgy designs, announced that the young designer would be the fashion house’s new creative director. Do plans to inject updated and youthful ideas into the brand’s DNA.
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A designer known for his eponymous brand in New York, pre-Helmut Lang Do already made waves in the New York fashion scene. Creating collections that went viral on the internet, the Vietnam-born designer surely mastered his craft. With designs that mirror his journey as an immigrant in the United States combined with masterful craftsmanship and tailoring, his namesake brand grew in popularity.
The announcement of Do’s new appointment came days after he revealed his Fall 23 modular collection on Instagram. The collection consists of classic Peter Do aesthetics, with versatile and flexible garments that can be styled in different ways in a neutral palette. The announcement was a sigh of relief for Do’s followers because he didn’t host a show last New York Fashion Week.
Collaboration and revival
In an announcement, Do admits that he thought of what’s next for his career, and the answer is paying homage to the city and community that molded him into the designer he is today. “I needed to continue doing my part in helping the city I love most regain its stature as the center of gravity for everyone who cares about radical thinking in fashion. During the most formative days of my own fashion education, no one embodied this spirit more definitively than Helmut Lang,” Do explained in an Instagram post.
Helmut Lang’s CEO also explained the choice. “[Do’s] clear and innovative approach to design very much aligns with the brand’s ethos and heritage. His experience with luxury fashion houses and his acclaimed eponymous label makes him a natural choice for this role,” the CEO said.
Banner photo via Instagram @helmutlang.
