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Lang, a fashion autodidact, set up a made-to-measure fashion studio in Vienna in 1977 and opened a boutique there in 1979, at the age of 23. His clothes were fairly successful in his native Austria, and, after presenting his work as part of an exhibition titled "l'Apocalypse Joyeuse" at the Centre Pompidou in Paris, initiated by the Austrian government, he branched out successfully to Paris in 1986 and created the label "Helmut Lang". At this time in the late 1980s and early 1990s, minimalist fashion was at its height. His clothes were made with very sharp lines and careful cuts, creating basic but extremely elegant silhouettes in high quality and often high-tech fabrics. His work has been compared to Rei Kawakubo and Yohji Yamamoto for his sometimes austere, intellectual designs.Lang moved to New York in 1997 and subsequently set up his company's headquarters in 80 Greene St. in SoHo in 1998. In New York, he decided in April 1998, three days before his designs were to be presented to a New York audience, to show his collection through a live internet broadcast to the world, via the newly created company's web site. As a first in the fashion industry, ads for the brand could be seen on New York taxi tops from 1998 to 2004.[1] The following season he announced to show his collections not only before New York Fashion Week, but also before the Milan and Paris runway shows. As a result, with many American designers following suit, New York Fashion Week was permanently moved up six weeks to herald the established runway shows.[2] From 2000 on, unconventional print ads for the brand were placed with National Geographic magazine.Throughout the years, both a women's and men's line existed, kept underprada outlet a single name and always presented in one fashion show. Underwear (1995) and jeans (1996) lines as well as accessories, such as footwear (1990) and fragrances (1999) were launched, but otherwise the brand was kept unified to solidify its identity and strength. The runway show venues for the Helmut Lang label were switched from Paris (until 1998) to New York by Mr. Lang and back again to Paris by Prada (from 2002 to 2005). The collections/presentations used to be called séances de travail ("working sessions") by Mr. Lang.