Helmut Lang

Aug 2024

Helmut Lang presents its Men F/W 24 collection through a series of stark, editorial portraits and location-based compositions. The project explores the brand's contemporary tailoring, blending architectural silhouettes with a minimalist, industrial-leaning aesthetic. Photography by Johnson Lui anchors the campaign, utilizing clean, natural light to emphasize the textures of wool, denim, and structured outerwear. The creative execution leans into urban isolation, set against both neutral studio backgrounds and raw, concrete environments. With styling by Jason Rider, the garments are presented with a focus on clean lines and precision. The campaign highlights a monochromatic palette and sharp, oversized layering, characteristic of the season's design direction under the guidance of designer Peter Do.

Editorial, Vertical, Clean

Luxury Fashion Houses

Advertising Campaign