New York – Helmut Lang has hired an editor-in-residence to oversee the brand’s future creative direction.
The appointment of Isabella Burley, who will continue to work for Dazed & Confused during her tenure at Helmut Lang, is the first time an editor has taken on the role of creative director at the brand, and marks a new creative direction for the brand.
As editor-in-residence, Burley is responsible for managing the brand’s creative output, including digital content, in-house projects and collaborations with artists and designers.
Following the appointment of Burley, the brand has announced that it will relaunch its website and digital presence in summer 2017, and unveil a collaboration with Shayne Oliver in September 2017.
Andrew Rosen, CEO of Theory and Helmut Lang, explained to The New York Times that the decision to employ an editor over a designer ‘gives the brand permission to be innovative’ and is an opportunity to ‘do things outside the system’.
Tuned into the behaviour of Millennials and members of Generation D through her work with Dazed & Confused, Burley will aid Helmut Lang in its efforts to engage with a younger demographic.
The fashion landscape is changing radically as creative directors leave luxury fashion houses under mounting pressure, and brands are looking outside the industry for inspiration. For more, see the Creative desertion section of our 2016 Luxury Futures Market.