Signal24 May 2018
Helmut Lang’s personal ads tap into ‘swipe fatigue’

For its Fall 2018 line, luxury brand Helmut Lang has swapped glossy billboards for grainy personal ads reminiscent of '90s dating show Love Connection – featuring people brand fans can actually date. This isn’t just a novel form of engagement either; it’s nostalgia that taps into contemporary stressors.

Helmut Lang’s personal ads tap into ‘swipe fatigue’