In 2004, fashion house Helmut Lang printed the word “cowboy” backwards on a plain, white t-shirt. The word itself evokes the mythos of the American West, of frontierism, and a vintage brand of masculinity. Its inverse stylization forces onlookers to think about what it would mean to turn the archetype itself on its head, to reckon with a legacy that is deceptively complex.
Antwaun Sargent Interrogates a Cowboy for Helmut Lang
In honor of the brand’s Autumn/Winter 2023 collection, Sargent was enlisted to curate a special exhibition digging into the legacy of the American cowboy.