The fashion brand of Helmut Lang was created by Helmut Lang, an Austrian fashion designer back in 1986. Lang has been known for minimalistic, deconstructivist and usually severe designs and styles. The Helmut Lang brand is still existing up to this day however, it has carried on without the involvement of Helmut Lang himself since 2005.

Lang was considered as a fashion autodidact. He set up a fashion studio selling made-to-measure clothing in 1977 in Vienna. At the age of only 23, he opened a boutique that was named "Bou Bou Lang" in 1979 also in Vienna. His designs were fairly successful in Austria. After being able to do a fair exhibition of the clothes and designs he had at the Centre Pompidou located in Paris that was initiated by the government of Austria, he was able to branch out successfully into Paris in 1986. It was during this time that he created the fashion label "Helmut Lang". After that, he returned Vienna during the late 1980s.

Back in the late 1980s to the early ears of the 1990s, minimalist fashion was the popular trend. The clothes he designed and created were essentialy made with careful cuts and sharp lines. this resulted to designs which were basic yet possessed very elegant silhouettes that were of high quality. They were also usually made using high-tech fabrics. Among his favorite colors were white and black. The slim men suits that he created were a favorite of the fashionable advertising managers along with the other creatives during that time. His designs were also usually compared to those of Yohji Yamamoto and Rei Kawakubo due to their austerity and intellectual appeal.