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March 29, 2005

Helmut Lang leaves Soho

Prada who purchased 51% of Lang in 1999 and the remainder of the brand last year will soon close the Soho space. Two months ago Lang resigned from his own company. Rumor has it that Prada is having their design team work nights to reconfigure the Helmut Lang brand. I envision little mice with thimbles much like the Disney cartoon Cinderella hard at work with their fabrics.

The original plan was to open concept stores much like Paul Smith has rolled out over the past few years. Prada reported recently that Lang sales fell over 33% . Prada now hopes to cut costs further. Maybe they should talk to Target or Wal-Mart for a license expansion. Could the fashion world see a Prada superstore carrying all brands; Miu Miu, Jill Sander, Prada Sport and Helmut Lang. Would we all shop there? Mega-Prada Store conveniently located next to Outback Steakhouse. I do love that Blooming Onion appetizer.

Posted by at March 29, 2005 02:24 PM

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