FOR spring-summer 2024, Helmut Lang certainly felt the pressure. Following the appointment of Peter Do as the new creative director in 2023, much rested on the designer’s ability to craft an exquisite collection.
And Do did just that. Now, Helmut Lang has just released its highly anticipated SS24 campaign.
Showcasing a new “system of dressing”, the seasonal offering intertwines craftsmanship with classic sartorial dress codes. Such codes are showcased in the newest set of imagery. Titled People of Helmut Lang, the campaign is centred around the brand’s thriving community.
Photographed by Huy Luong, important figures such as Linda Rodin, John Yuyi, Minjae Kim, Sophia Roe, Eli Ping, Ash Owens and many more star in the new images. Taking to an intimate studio in New York, the models confidently pose in classic car blazers, striped trousers, leather bubble skirts and skin-hugging turtleneck tops.
Exploring the connection between the wearer and the clothes, Do continues to evolve his creative approach. “The person gives meaning and value to the clothes and not the other way around,” explains the creative director.
Styled by Jason Rider, the People of Helmut Lang effortlessly explores the passion between person and lifestyle. Cementing Do’s successful debut, the campaign shows maturity and refinement – quintessential Helmut Lang attributes.
by Sophie Richardson