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Helmut Lang for (not on) sale at Gilt

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No, it's not some magical Helmut Lang archive sale at Gilt—in fact, it's not even a sale. Looks like Gilt Groupe is dabbling in the world of full-priced e-commerce—at noon today, the website will offer 20 pieces from the current Helmut Lang collection at, drumroll please, full price. Shoppers who spend more than $250 will receive a free Helmut Lang tank and a $50 Gilt store credit. This isn't the first time Gilt has sold merchandise at full-price—the company's previously collaborated with Lucky and Vogue on similar sales. [WWD]