Edited from 10,300 Records of Pre S/S 2005 Helmut Lang Collections
By © Joakim Andreasson not Helmut Lang.
Post 02.18.2010 Studio Fire
Text by Eugene Rabkin, Yale Breslin and Jeppe Ugelvig

Baron is pleased to present an immersive book edited from more than 10,300 photographs of original Pre-Spring / Summer 2005 Helmut Lang designs photographed by Joakim Andreasson  over the course of three years, between 2015-2017, as well as related documents.

 The book encompasses a visual encapsulation of apparel and accessories that were salvaged from a now infamous 2010 fire that ripped through the SOHO (New York) building that housed the former designer’s archive and were years later sold off. The photographs by Andreasson, candidly prepared as visual support for these sales, serve as an important and inimitable survey of Helmut Lang designs, with an edit pre-determined by catastrophic circumstances.

The book further examines the present-day stature of Helmut Lang designs and the undeniable influence of Lang’s work in fashion.

HELMUT LANG ARCHIVE DISPERSED includes texts by EUGENE RABKIN, YALE BRESLIN and JEPPE UGELVIG. The design of the book is inspired by clothing catalogues produced in the post war period and is sealed using fire tape. The book is enclosed in a skull archive box, which is usually used for housing human skull's and other artefacts. 

JOAKIM ANDREASSON (Swedish, born in Stockholm, 1980) is a creative director, curator and catalyst of creative projects in the commercial sphere. He started his career with prominent brands and organizations across fashion, art and design. Upon graduation from Parsons School of Design, Andreasson joined Helmut Lang in New York where Mr. Lang created a position for him in the press office. He oversaw Mr. Helmut Lang’s studio and transition from fashion designer to artist from 2005-2012. In 2012, Andreasson founded CULTUREEDIT in Los Angeles with the mission to guide artists and brands through the creative and marketing processes involved in the convergence of culture and commerce. That same year, Andreasson created a program of artist collaborations for Henzel Studio, the world’s leading brand for art carpets, which he curates and oversees. Artists Andreasson has engaged and closely collaborated with for this program include Nan Goldin, Douglas Gordon, Bjarne Melgaard, Jack Pierson, Richard Prince, Anselm Reyle, Wilhelm Sasnal, Marilyn Minter, Ashley Bickerton, Sanford Biggers, Jake & Dinos Chapman, Kim Gordon, Carsten Höller, Jonathan Horowitz, Linder, Sue Webster & Tim Noble, Tony Ourlser, Mickalene Thomas and The Andy Warhol Foundation for The Visual Arts, among others. Andreasson has organized and curated exhibitions of this program across the world. Since 2013, Andreasson has managed all commercial and licensing activities of Tom of Finland Foundation, and has developed collaborations with brands that include JW Anderson, Diesel, Honey Fucking Dijon, Carne Bollente and CDLP. Mr. Lang engaged Andreasson again between 2014-2021 to oversee press relations, external communication and special projects. In 2017 Andreasson established the online retail arm of CULTUREEDIT, with a physical presence in Hollywood. Embedded into this operation is CULTUREEDIT Gallery, for which Andreasson has organized and curated solo exhibitions with artists that include Mel Odom, Jack Pierson, Bruce LaBruce and Pol Anglada.