The latest campaign “People of Helmut Lang” features exactly what the title already promises. Helmut Lang photographed a collective of people who are passionate about what they do. 

People like:
The photographer John Yuyi:

Author, designer and model Linda Rodin:

Professor, designer and author Mindy Seu:

The artist Minjae Kim:

Chef, producer and food editor Sophia Roe:

And many more.

The pictures were taken in New York City by Huy Luong, wearing the creative director Peter Do’s debut Spring/Summer 2024 collection for Helmut Lang.

In his debut, Peter Do set the foundation for a new system of dressing. The core Silhouettes are the foundation for those in motion. The versatile, unisex tailoring, lightweight knits for layering and voluminous skirts and dresses are for real people, every day – not only for special occasions.

Yahdon Israel

“THE PERSON GIVES MEANING AND VALUE TO THE CLOTHES AND NOT THE OTHER WAY AROUND”  

PETER DO

Styled by Jason Rider in the clothes that make them feel most like themselves – the classic car blazer and striped trousers, turtleneck top and leather bubbly skirt, silk organza printed with a custom car graphic silk organza printed with a custom car graphic all over – all those involved were encouraged to share their passions, and why they do what they do. They are our creative community. They are the people of Helmut Lang. 

left
Steph Shiu
right
Oscar Yi Hou

The people of Helmut Lang is out now!

Others Featured in the campaign:
AN-MY LÊ
ARMINA HOWADA MUSSA
ASH OWENS
CONNOR SEN WARNICK
DEVIN B. JOHNSON
ELI PING
FREDERIØUE THIOLLET
KAI AVENT-DELEON
MICHAEL ABEL
SAM STEWART