Irina Shayk for Helmut Lang Fall/Winter 2024 campaign launched on Tuesday, September 3rd, 2024 at New York. The way we speak is the way we live. The way we live determines the way we dress. The way we dress is the way we equip ourselves. The way we equip ourselves is the way we protect ourselves. The helmut lang woman moves confidently through the world.
Introducing Helmut Lang Fall/Winter 2024 campaign, photographed by Talia Chetrit in New York City. The fall/winter 2024 collection, Peter Do’s third for the brand, deepens Helmut Lang’s ethos to “dress New York” with a focus on one of the city’s essential themes: protection vs. Projection. The collection features hyper-adaptable clothes, shoes, and bags designed where form meets function within do’s philosophy of the system of dressing.
Supermodel Irina Shayk navigates this Helmut Lang Fall/Winter 2024 season’s powerful silhouettes with ease, as the versatile garments contract and expand around her, reminiscent of Helmut Lang’s signature cutouts and the reimagined silk bubble wrap trousers from the archives, also seen on her on the runway. Among the standout pieces—utilitarian outerwear, sharp tailoring, the curved classic shirt, clear silk bubble hole-punched scarf, hemmed skirt, and brushed black turtleneck sweater—are designs inspired by the laundry bags that once dotted the downtown landscape. These garments offer protection from the city’s elements while projecting the wearer’s identity to the world.
“Irina Shayk embodies both strength and resilience in New York City, making her the ideal model for the Fall/Winter 2024 campaign. I’m inspired by her ability to adapt to the constant motion of the city, and I’m grateful she chooses to center herself with Helmut Lang,” says creative director Peter Do. Styled by Jason Rider, with hair by Akki Shirakawa and makeup by Fara Homidi, Helmut Lang Fall/Winter 2024 launches globally in stores and online on www.Helmutlang.com on September 3rd.
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.
About Peter Do, Born in Biên Hòa, Vietnam, do immigrated to the suburbs of Philadelphia at the age of 14. He studied fashion design at the fashion institute of technology in New York City and was the recipient of the inaugural 2014 LVMH graduate prize. Do went on to work in the Rtw atelier at Céline and then at Derek Lam. In 2018, he launched his own eponymous brand, Peter Do, in New York City; he will remain at its helm.
All images Irina Shayk for Helmut Lang Fall/Winter 2024 campaign by the brand. Press lucien pagès communication