Minimalist fashion house Helmut Lang has always placed an emphasis on being forward-looking and fresh, be that through its simple yet cutting-edge silhouettes, or early embrace of technological innovations, such as high-tech fabrics.
So it’s only fitting that the Los Angeles flagship of the avant-garde Austrian brand has also seen much evolution over recent years, moving from a hidden Croft Avenue shop to a prime Melrose spot, and now into even better digs in the oh-so chic West Hollywood Design District.
Set in a former art gallery, the new locale is as modern and aesthetically austere as the wares it showcases. Textured walls and soaring ceilings are complemented by stone plinths, topped with pumps, perfumes and plush scarves, all as artfully appointed as the angular concrete sculpture that sits in the front window.
Softer touches come from an indoor garden, Mid-Century furnishings and – naturlich – the mainly monochrome selection of women’s attire. Currently the autumn/winter cache includes contempo wool-blend sweater-dresses, Japanese denim, draped silk tunics and cashmere coats.
Don’t see your size? Fret not, in a true testament to tidy Teutonic efficiency, only one of each style is on show, so you can browse with ease, then simply ask an assistant to retrieve your request from the back. Sehr gut!
8808 Melrose Ave / West Hollywood / +1 323 951 0994 / 11am-7pm Mon-Sat, noon-6pm Sun / helmutlang.com