Helmut Lang Muse for Spring/Summer 2024 Campaign, introducing The People Of Helmut Lang Spring/Summer 2024 Campaign.
Monday, April 1st, 2024, New york, Helmut Lang has photographed a collective of people who are passionate about what they do for it’s latest campaign, ‘People Of Helmut Lang.’
People like John Yuyi, photographer; Linda Rodin, Author, Designer, And Model; Mindy Seu, Professor, Designer, And Author; Minjae Kim, Artist; Sophia Roe, Chef, Producer And Food Editor, and more were photographed in New York City By Huy Luong wearing 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, everyday—not only for special occasions.
“the person gives meaning and value to the clothes and not the other way around,” peter do says.
Styled by Jason Rider in the clothes that make them feel most like themselves—the classic car blazer and striped trouser, turtleneck top and leather bubble skirt, 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.
Helmut Lang Muse – The People Of Helmut Lang Spring/Summer 2024 Campaign is
An-My Lê
Armina Howada Mussa
Ash Owens
Connor Sen Warnick
Devin B. Johnson
Eli Ping
Frederique Thiollet
John Yuyi
Kai Avent-Deleon
Linda Rodin
Michael Abel
Mindy Seu
Minjae Kim
Oscar Yi Hou
Sam Stewart
Sophia Roe
Steph Shiu
Yahdon Israel
ABOUT HELMUT LANG
Helmut lang was founded in 1986 and has since established itself as a global authority on irreverent thinking and minimalist, utilitarian design. Following peter do’s appointment as creative director in 2023, the brand continues to interrogate assumptions around everyday dress, craftsmanship, and sartorial signifiers through what do calls “a system of dressing”: a new way of thinking about making and wearing clothes. Helmut Lang’s dynamic utility captures the spirit of new york today.
All images of Helmut Lang Muse for Spring/Summer 2024 Campaign by Helmut Lang
Press Lucien pagès communication