Helmut Lang Reveals “People of Helmut Lang” SS24 Campaign

Featuring a variety of NYC identities.

Fashion
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Since its founding in 1986, Helmut Lang has always represented the heart of the people with its minimalist core – fit for any identity. Being a New York-based brand, its people-oriented identity has included an even deeper sense of versatile ease given the many walks of life in the big city. Since Peter Do’s appointment to the creative director role, the designer has been reintroducing and reinvigorating these core elements of the Helmut Lang label. So to continue its efforts for the Spring/Summer 2024 season, the brand has revealed its new “People of Helmut Lang” campaign.

In bringing to life the fullness of the campaign title, the effort enlisted the help of various New York identities to comprise the images. Inside the campaign is 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. Of course, the catalog sees the aforementioned creatives all donning pieces from the Helmut Lang Ss24 collection.

Ranging from chic tailoring and leather ensembles to deep indigo denim, the collection blends the elements of Lang’s definitive minimalism with timeless, yet attractive style notes. Additionally, the campaign was shot in New York City of course by photographer Huy Luong.

Check out Helmut Lang’s “People of Helmut Lang” SS24 campaign in the gallery above.

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