HELMUT LANG — THE ORIGIN OF DISCIPLINE

I joined Helmut Lang at the moment when minimalism became more than an aesthetic — it was an attitude, a form of clarity.
Working directly with Lang meant learning that design is not decoration, but decision. Every line, every silence, every material had weight.

At that time, accessories and retail were being redefined — precision, reduction, and honesty of materials became the new language of luxury.
That discipline shaped me. Lang’s method — his refusal of excess and his obsession with coherence — became my own: distilling identity to essence while maintaining commercial strength.

It was not about less. It was about only what matters.