Quintessential minimalism. Refined, deconstructed design. Inherent cool. All these serve as descriptors that perfectly capture the spirit of Helmut Lang. Since the brand was first established at the height of the minimalist fashion movement in 1986, Helmut Lang, through its many life-cycle and leadership chapters, has been a driving and enduring force behind this much-emulated design ethos, not to mention forefather to the Alexander Wangs and Acnes of this generation. Finally, after almost 30 years and worldwide success, the iconic brand has chosen Shanghai for its landmark first Chinese flagship.
In keeping with the brand’s traditional monochromatic palette, the REEL Mall store is fit out sparsely, in black, white and shades of grey, and lining the shelves shoppers can expect to find the full range of covetable seasonal must haves. There are razor sharp tailored blazers with matching stovepipe trousers, fluid wool cardigans for chic winter layering, signature draped jersey skirts and dresses juxtaposed with structured wool and voile shifts, plus stretch leather leggings, relaxed fit sweat pants and the skinniest of jeans. Coming into the cooler months, look for textured knits, suede ankle boots, leather knee-highs and snuggly cashmere scarves to warm up with, and be sure to pair your new look with slicked back hair and plenty of attitude. Cool as ice!