Helmut Lang Unveils "People of Helmut Lang" Campaign for Spring / Summer 2024

Since its founding in 1986, Helmut Lang has been synonymous with capturing the heart of the people through its minimalist core and versatile style. Now, under the creative direction of Peter Do, the iconic New York-based brand continues to honor its heritage while introducing a fresh perspective with its "People of Helmut Lang" campaign for Spring/Summer 2024.

The campaign brings together a diverse array of New York identities, showcasing the essence of the city and the people who inhabit it. Featured in the campaign are notable figures such as artist Minjae Kim, author/designer/model Linda Rodin, professor/designer/author Mindy Seu, producer/food editor Sophia Roe, photographer John Yuyi, artist Devin B. Johnson, and more.

Each creative is seen wearing pieces from the Helmut Lang Spring/Summer 2024 collection, which seamlessly blends the brand's signature minimalism with timeless and stylish design notes. From chic tailoring and leather ensembles to deep indigo denim, the collection reflects the dynamic and diverse spirit of New York City.

Photographed by Huy Luong, the campaign captures the vibrancy of the city as a backdrop to the fashion-forward and innovative collection. It emphasizes the brand's dedication to its New York roots and its commitment to representing a broad spectrum of identities and experiences.

Experience the fusion of Helmut Lang's heritage with modern New York style in the "People of Helmut Lang" campaign.

HELMUT LANG