Helmut Lang has unveiled its new 7,000-sq.-ft. retail concept on iconic Melrose Avenue in Los Angeles. The location, formerly a gallery, is the brand’s American flagship.
The store, designed in partnership with Standards Architects, boasts a sleek garden by David Laforga, a stark white interior featuring midcentury modern furniture and silk carpets.
“Inspired by the essential spirit of Helmut Lang, the store’s aesthetic parallels the newly considered women’s ready-to-wear collection, launched for fall/winter ’15,” the brand said in a statement.
In addition to the ready-to-wear offering and footwear, the full Helmut Lang fragrance collection, reissued in 2014, will be available.
Currently available in the store, the brand’s Fall 2015 shoe collection is a thoughtful edit of styles, with a focus on materials and wearability. Pull-on knee-high boots are presented in soft calf suede, while a mid-heel pump features a round toe and distressed suede from Argentina — the leather is left in its natural state, free of buffering, resulting in a unique texture. The same treatment is applied to a flatform sneaker.