Known for their groundbreaking and provocative campaigns, New York-designer Helmut Lang revealed its Pre-Fall 18 collection with a series of playful personal ads on Instagram. The label scouted actual single New Yorkers to model the collection, listing their name, age, and personal hobbies to get a better sense of them — it’s very Sex and the City meets that viral video of miscellaneous auditions. The designer will also let customers email the single people at LOVE@helmutlang.com and connect them with potential partners. If all goes well, maybe the brand’s next campaign could be modeled after The Bachelor.
The Helmut Lang Pre-Fall collection is available in stores and online now.