When it comes to fashion models, you have your top contenders: Bella Hadid, Kylie Jenner, Gisele Bündchen, etc. But New York taxi drivers? That’s a talent resource that remains generally untapped in the fashion world, until now. According to the Independent, high fashion brand Helmut Lang recruited New York City taxi drivers to model its new apparel line.
The project picked several middle-aged taxi drivers and clothed them in the brand’s expensive outfits. For the photo shoot, the taxi drivers are mostly leaning against their yellow cars in a city parking lot.
The clothing itself embodies a city streetwear feel, and the line features sweatshirts, T-shirts and other basics. But don’t be fooled—even the T-shirts are still $125.
The reasoning for the campaign dates all the way back to 1998 when the brand launched its taxi marketing campaign. Back then, Helmut Lang was the first designer to use a taxi’s advertising space to promote a line. This new campaign will also be featured on the tops of 275 Helmut Lang-branded cabs.
We definitely appreciate advertising campaigns that step outside the box, and we think this idea is a winner. What do you think of the taxi cab campaign?
