Selfridges: Love it a Lang Time by Great Guns

The ongoing climate emergency is continually influencing the way we choose to live our lives, with many brands and businesses making the move to a more environmentally-conscious output. After spending ten years placing sustainability at the heart of its business, department store Selfridges is now launching Project Earth, a major initiative that looks to transform the future of ethical retail. From selling pre-loved clothes to renting outfits and repairing old items, these new commitments are set to radically change the business.

In order to kick-start this new drive for sustainability, Selfridges has collaborated with vintage personal shopping service Byronesque for a bold new campaign that pays homage to fashion icon Helmut Lang. Directed by Tansy Simpson and produced by Great Guns, the #Langevity campaign celebrates the timeless work of the artist and fashion designer with a contemporary call-back to his game-changing 1998 fashion show.

Having collaborated with Selfridges multiple times in the past, Byronesque’s approach to fashion aligns perfectly with the Project Earth initiative – offering access to the largest archive of vintage-contemporary fashion whilst supporting the buying and keeping of clothes for a long time. This new range, The Byronesque Collection of Contemporary-Vintage Helmut Lang: 1991-2005, avoids environmental lip-service whilst celebrating the Second Hand September digital London Fashion Week.

The new film, entitled ‘Love it a Lang Time’, combines Lang’s legacy with a message to buy, wear, and love clothing for a long period of time, changing everything ‘long’ to ‘Lang’. Set in an empty studio, we watch as models walk towards the camera, telling us to ‘love it a Lang time’. Moving away from the locked-off camera of the original shoot, the film progresses with more fluid movements to offer a new layer to the audience’s experience – a closer connection to the clothes and central message of timeless quality.