Find Love with Helmut Lang Personal Ads

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 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.

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