Helmut Lang epitomized the minimalist mood of late '90s fashion,
and was a Fashion Design Cult Figure, his legacy lives on.
Everything he made carried his distinct fingerprint - from his jeans to his perfumes.
He was hyper-attentive to detail and Viennese through and through.
Austerity and cerebral couture have characterised his work throughout.
He was one of the first designers to embrace the internet and, in 1998, broadcast his new show on it.
Lang only decided to move into fashion after he failed to find the perfect jacket and T-shirt
in the shops and was forced to make his own version.
Prada bought a 49% Stake in the Helmut Lang business in 1999 and sold it to Theory in 2006

LANG left the label in 2005, but it was relaunched two years later
under the creative direction of designers Michael and Nicole Colovos
(who co-founded cult denim label Habitual). Under the ownership of Theory Holdings Co.
Since then, the husband and wife duo has reinvigorated the brand's edgy take
on elegance with Lang's signuate high-tech fabrics & modernist looks & colors.