The “People of Helmut Lang“ campaign, under the creative direction of Peter Do, is debuting for Spring Summer 2024. Located in New York City, this campaign features a diverse collective of individuals who are deeply passionate about their crafts, ranging from photography, design, art, culinary arts, and more. Notable personalities like John Yuyi, Linda Rodin, Mindy Seu, Minjae Kim, and Sophia Roe, among others, were captured by photographer Huy Luong, showing Do’s inaugural collection that champions versatility, unisex tailoring, and pieces that celebrate life at large rather than just special occasions.
View this post on Instagram
Peter Do’s vision for Helmut Lang introduces a fresh system of dressing that emphasizes the core silhouettes designed for people in motion. The collection’s highlight pieces—such as the classic car blazer, striped trousers, turtleneck tops, leather bubble skirts, and silk organza printed with custom car graphics—were styled by Jason Rider to resonate with the individuals’ unique identities and stories. This campaign positions the ‘People of Helmut Lang’ as brand’s legacy of minimalist, utilitarian design infused with New York’s dynamic spirit.
See more of the “People of Helmut Lang” Campaign in the Gallery below:
