New York-based fashion brand Helmut Lang, has always been synonymous with minimalist design and a people-oriented identity. With the appointment of Peter Do as the creative director, the brand has been revitalizing its core elements, and the Spring/Summer 2024 collection is a testament to this commitment. The latest campaign, titled “People of Helmut Lang,” brings together a diverse group of New York City identities, showcasing the brand’s versatile ease and its deep connection to the city’s vibrant culture.
The “People of Helmut Lang” campaign aims to capture the essence of New York City through the lens of various individuals who embody its spirit. The campaign features a range of NYC identities, including 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 of these individuals represents a different facet of the city, showcasing its diversity and creative energy.
The campaign highlights the Spring/Summer 2024 collection, which seamlessly blends Helmut Lang’s signature minimalism with timeless and attractive style notes. From chic tailoring to leather ensembles and deep indigo denim, the collection offers a range of versatile pieces that cater to different tastes and lifestyles. The campaign images showcase the creatives wearing these pieces, demonstrating how they can be effortlessly incorporated into everyday wardrobes.
