Austrian designer Helmut Lang launched a taxi campaign to promote a limited-edition line of tees and hoodies that refer to the driving profession. The initiative is a clever reference to an old promotional technique used by the brand in 1998. In it, "the Viennese designer became the first to ever advertise his brand on yellow taxis," according to Hypebeast. Establishing a connection between high-end streetwear and a common urban profession, Helmut Lang not only makes his collection accessible to everyone but it also romanticizes cabbies.
The taxi campaign has been rolled out with five distinctive logo designs within five major cities, including Paris, Hong Kong, Tokyo, New York and London.
Photo Credits: Alexandra Leese , Tom Emmerson , Alex Lee, Patrick Welde, Kenta Nakamura
Fashion-Forward Global Taxi Campaigns
Helmut Lang's Limited-Edition Line Pays Homage to Cabbies
Trend Themes
1. Urban Profession Fashion - There is an opportunity for fashion brands to promote urban professions by creating limited-edition lines of apparel that pay homage to and romanticizes common urban professions.
2. City-themed Campaigns - Fashion campaigns that incorporate city-specific themes and aesthetics can provide a unique marketing opportunity.
3. Retro Promotion Techniques - Fashion brands can utilize retro promotional techniques to create campaigns that are nostalgic and appealing to consumers.
Industry Implications
1. Fashion - The fashion industry can benefit from incorporating limited-edition lines of apparel that pay homage to and romanticizes common urban professions.
2. Transportation - There is an opportunity for the transportation industry to work with fashion brands to create unique marketing campaigns that promote the profession and provide additional revenue streams.
3. Advertising - The utilisation of retro promotional techniques creates a new opportunity for the advertising industry.