CALLING ALL LANGE: Next year, the Munich fashion house Rena Lange will have been producing women’s fashion for 50 years. A fine time to come out with an illustrated company profile, Lange thought, except for one small problem: Neither Rena Günthert, the former chief designer and now adviser to the family firm, nor anyone else in the company had been much into saving clothes or considered creating an archive before 1990. Faced with a lack of material, Lange and the Munich daily, Abend Zeitung, announced a Lange recall. Anyone who had a pre-1990 outfit was requested to send the company a photo, and the owners of the five best outfits were rewarded with a $1,250 gift certificate at the Rena Lange shop in Munich. At the same time, Lange sent out an SOS to some of its best customers.
This story first appeared in the August 2, 2002 issue of WWD. Subscribe Today.
The magazine section of the tony Süddeutsche Zeitung was so taken with the results that they published then and now photos of actress Senta Berger, the director of Chopard in Germany, Elizabeth Prinzessin von Sachsen-Weimar, and former model Margot Stenzel, all wearing favorite vintage Lange pieces. The search is far from over, so Lange fans with early pieces in their closets should contact Rena Lange USA in New York.