Fresh off a year that saw Travis Scott design and create one of the most sought after lines of tour merch ever, the rapper returns to reinforce that he’s about a whole lot more than music. La Flame has joined forces with New York brand, Helmut Lang for his first major fashion collaboration, creating a 19-piece limited edition capsule collection.
The collection encompasses that old-school New York aesthetic of Helmut Lang and marries it seamlessly with the bold street style Travis has helped both popularise and create. Drawing inspiration from Travis’s Texan roots, the capsule draws from “the cowboy look” he saw growing up in Houston. In promotion of the new collection Scott and Lang dropped a ’90s-esque, VHS style clip. The video is like a nostalgic mushie trip, combining grainy rose graphics, with Helmut logos, a dancer and clips of Travis himself.
Talking about the collection, Scott told Vogue, “I’m not in it to get to the top in the fashion industry—I was asked by the Helmut Lang team to create this collection and was honored. But I just wanted to curate something for the kids, and the way it all came out it’s definitely lit.”
But whether he’s in it to be at the top of the fashion industry or not, it seems inevitable that he will continue to grow as a fashion killer, perhaps even giving A$AP Rocky a little competition. Watch the video above to see the collection in action and shop it here.
- Words: Ella McNicol