● Zalando expands its Designer offering with Helmut Lang, a New York City based brand
known for its experimental spirit and minimalist, utilitarian design
● The brand’s newly appointed creative director Peter Do styled Rina Sawayama for an
exclusive editorial on Zalando featuring his debut Helmut Lang collection. BERLIN, MAY 15, 2024 // Zalando, the leading European online platform for fashion and
lifestyle, continues to expand its Designer offering by launching luxury brand Helmut Lang.
Established in 1986, the label is renowned for its utilitarian design with a minimalist
approach, having established itself as a global force for irreverent thinking. Peter Do, the
recently appointed creative director of Helmut Lang, continues to build on the brand
momentum by focusing on traditional craftsmanship and innovation to deliver everyday
products of quality and modern utility, capturing the spirit of New York today.
To celebrate the launch of his first Helmut Lang collection on Zalando, Peter Do styled an
exclusive fashion editorial starring his close friend and Zalando ambassador for Designer,
Rina Sawayama. Showcasing the latest designs from Do, who has created a “system of
dressing” – a new way of thinking about making and wearing clothes – the editorial features
iconic pieces and Helmut Lang brand signifiers, such as the seatbelt suit.
Rina Sawayama, musician and actor, says: “This collection is full of timeless silhouettes.
The pieces are wearable, elevated, and I can see myself wearing them for seasons to come.
Peter’s incredible tailoring was such a staple of this project – it’s amazing how an outfit can
transform how you feel and in his suiting, I felt the most powerful version of myself.”
The new exclusive editorial is part of Zalando’s ongoing partnership with Rina Sawayama as
the brand ambassador for the designer and luxury fashion offering in 2024. Earlier this year,
Zalando unveiled the partnership to celebrate the new, enhanced Designer experience
onsite – an elevated space offering a new take on Designer experience, bringing forward
engaging content and inspiring consumers to explore and express their authentic selves
through fashion.
“We are thrilled to welcome Helmut Lang on Zalando and offer our customers an exciting
selection of their iconic styles. This partnership and the beautiful new editorial starring Rina
plays seamlessly into our strategy of doubling down on convenience and assortment,
offering a fresh, differentiated and inspirational Designer shopping experience for the new
generation of luxury consumers”, says Lena-Sophie Röper, General Manager, Designer at
Zalando.
Helmut Lang is available to shop on Zalando now.
@Zalando
@Helmutlang
@Rinasonline
-ENDS-
ABOUT ZALANDO
Founded in Berlin in 2008, Zalando is building the leading pan-European ecosystem for fashion and
lifestyle e-commerce around two growth vectors: Business-to-Consumer (B2C) and Business-to-
Business (B2B). In B2C, we offer an inspiring and quality multi-brand shopping experience for fashion
and lifestyle products to about 50 million active customers in 25 markets. In B2B, we are using our
logistic infrastructure, software and service capabilities to help brands and retailers run and scale their
entire e-commerce business, on or off Zalando. As an ecosystem, Zalando aims to enable positive
change for the fashion and lifestyle industry.
ABOUT HELMUT LANG
Helmut Lang was established in 1986 by Austrian designer Helmut Lang. With a series of iconic
designs and cultural landmarks, the brand became a global force for irreverent thinking and
minimalist, utilitarian design.
In 2023, Peter Do was appointed Creative Director of Helmut Lang. Under his leadership, the brand’s
unwavering, experimental spirit continues to interrogate contemporary assumptions around everyday
dress, craftsmanship, and sartorial signifiers. To accomplish this, do has created a “system of
dressing,” a new way of thinking about making and wearing clothes. With the forward-facing
momentum Do has brought to the brand, Helmut Lang focuses on traditional craftsmanship paired
with precise, novel innovations in garment-making to deliver everyday products of quality and modern
utility. Helmut Lang's dynamic utility captures the spirit of New York today.
ABOUT PETER DO
Born in Biên Hòa, Vietnam, Do immigrated to the suburbs of philadelphia at the age of 14. He studied
fashion design at the fashion institute of technology in New York City and was the recipient of the
inaugural 2014 LVMH graduate prize. Do went on to work in the RTW atelier at Céline and then at
Derek Lam. In 2018, he launched his own eponymous brand, Peter Do, in New York City; he will
remain at its helm.
