Andrew Rosen, CEO of Helmut Lang, commissioned Black Frame to develop a blue sky, holistic rethink of one of the most iconic brands in fashion history. The centerpiece of our new, disruptive concept was the replacement of a permanent Creative Director with an Editor-in-Residence. It was a highly innovative take on creative collaboration within a brand.
When the appointment was announced in March 2017, The New York Times published a story identifying the bold and provocative move: “Who Needs Creative Directors?” by Vanessa Friedman.
Black Frame has been actively involved in implementing Helmut Lang’s new vision, with activities that include all new talent recruitment, product launch ideation, artistic collaborators, and structural decision making.