Helmut Lang

Sep 2024

Helmut Lang recalibrates its visual identity for the Fall 2024 ad campaign, a masterclass in editorial minimalism that centers on architectural precision and raw texture. Under the sharp creative direction of Peter Do, the brand leans into a stripped-back narrative that prioritizes the interplay between silhouette and negative space. Captured by photographer Talia Chetrit in a New York City studio, the campaign features Irina Shayk, whose presence anchors the stark imagery with a controlled, graceful intensity. The execution relies on the meticulous application of studio strobe lighting, which serves to emphasize the sculptural quality of the garments and the clean, geometric form of the acrylic furniture. Stylist Jason Rider opts for a palette of deep blacks and neutral surfaces, ensuring the focus remains squarely on the tactile complexity of the fitted high-neck dress. The deliberate collaboration extends to the beauty team, with Akki Shirakawa providing a short, textured hair treatment that complements the sharp lines of the ensemble, while Fara Homidi’s makeup design reinforces the portrait-focused approach. By rejecting maximalist clutter in favor of a restrained, high-fashion aesthetic, the campaign effectively translates the brand’s intellectual rigour into a visual language that feels both timeless and bracingly modern, asserting a confident new chapter for the house.

Editorial, Vertical

Studio strobe

Luxury Fashion Houses, Fashion