For Pre-Fall 2020, HELMUT LANG looked to WILLIE NORRIS to bring a graphic take on repurposed deadstock jeans, long and short-sleeved t-shirts and hoodies. Interested in the role language plays within fashion, Norris informed his collaboration with the phrase "Helmut Language," which is realized alongside authoritative phrases VOGUE.COM's Steff Yotka described the collaboration as "an invitation for more voices to join the chorus of fashion. It’s not a slogan tee for the sake of sloganeering, it’s a message you can read, debate, interpret, and carry like a guiding light.

The lead campaign was lensed by LIA CLAY and featured WEST DAKOTA and CHIQUIETTA

The genesis of the collection came from a quote from Charlene Incarnate. Originally cast,