Helmut Lang has been characterized by a minimalist, deconstructed and inflexible style since 1986. Its collections inspired the whole ’90 generation, its success results from sobriety and conceptual design. For these reasons it is very near to the world of Art. Helmut Lang pays great attention to the innovative aspect, he prefers classic colors and simply lines with original patterns and advanced fabrics. It is considered an elegant and sensual brand thanks to its simplicity.