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Lang's core brand was the Helmut Lang Men's and Women's Collections. The brand was extended in 1995 with the addition of Helmut Lang underwear and shoes, followed by Helmut Lang jeans in the following year, as well as Helmut Lang protective eyewear and accessories. The designer achieved a high level of recognition through these extensions of his brand. He moved to New York in 1998 in order to get an international reputation in the fashion world and entered into a collaborative relationship with the Italian luxury brand Prada in 2000. Lang also launched his first perfumes in 2000.

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