In 1998, Helmut Lang became the first fashion designer in history to advertise on the top of the New York City yellow taxis, integrating the brand into the foundation of the city. As part of the brand’s continued evoluation, 275 taxis emblazoned with Helmut Lang’s advertisement slogans circulated the city in December 2017.

For summer 2018, the taxi program has been extended globally to four cultural capitals: Hong Kong, London, Paris and Tokyo, with the taxi logo reimagined for each city in a new series of hooded sweatshirtsand T-shirts. Five local photographers were commissioned to shoot the Taxi collection on drivers in their cities. 

HONG KONG Alexandra Leese and Luke Casey
LONDON Tom Emmerson
TOKYO Kenta Nakamura
PARIS Patrick Welde