Helmut Lang announced that come this May, their new diffusion line called HELMUT will be hitting stores. The line will consist of some of Helmut Lang’s most popular silhouettes – think asymmetrical tanks, roomy tees, wispy maxi skirts, leggings – rendered in machine-washable cotton jersey. Expect prices in the range of $95 to $210.
Based on the preview images, the first collection doesn’t look a whole lot different from other diffusion lines like T by Alexander Wang, or mainline Helmut Lang for that matter. The fact that you can pick up pieces of Helmut Lang clothing at discount retailers (I myself have gotten several pieces for under $100 at places like T.J. Maxx) doesn’t really help the situation either. I can’t help but wonder if a Helmut Lang diffusion line is really necessary.
Psylocke agrees. She posted, “I can't think of an outlet store that doesn't stock Helmut Lang at up to 90% off, you can literally get their collections for a lower price everywhere. The mainline already reminds me a lot of T by Alexander Wang, I kind of don't see why an even more basic line is needed. For some reason I always assumed (the new) Helmut Lang was mainly popular for the leather jackets and leggings. [I] wouldn't have thought the basic stuff was popular enough for it to warrant a diffusion line with more of the same stuff.”
Not Plain Jane for one, is excited about the new line. “That's great news: I would like those comfy-looking black trousers and the wispy grey cardi right now!” she shared.
Though the discount shopper in me probably wouldn’t allow myself to pay full price for any of this, I can’t deny that if HELMUT pops up in my local T.J.Maxx or on a clearance rack somewhere that a piece or two might make its way home with me.
Images: nymag.com via the Fashion Spot forums.