Fashion house Helmut Lang presented its Fall Winter 2024 campaign, featuring Peter Do’s third collection for the brand, photographed by Talia Chetrit in New York City. The collection explores the complexities of urban life, focusing on the theme of protection versus projection – a concept that aligns with Do’s commitment to “dress New York.” The campaign features supermodel Irina Shayk, who seamlessly embodies the powerful silhouettes of the season, reflecting the brand’s hyper-adaptable approach to clothing.
Do’s exploration of form and function is evident in this collection, where utilitarian outerwear, sharp tailoring, and innovative materials converge. Notably, the curved classic shirt in clear silk bubble, the hole-punch scarf hem skirt, and the brushed plaid turtleneck sweater stand out as key pieces. Inspired by everyday urban elements, such as the laundry bags once common in downtown New York, these designs offer protection from the harsh city environment while also serving as statements of personal identity.
Shayk’s presence in the campaign adds depth to this theme. Wearing pieces that expand and contract around her, she captures the essence of Helmut Lang’s signature cutouts and archival references, including the reimagined silk bubble wrap trousers she sported on the runway. Her fluidity in navigating these versatile designs mirrors the adaptability needed to thrive in a city like New York, where fashion is both armor and expression.
Peter Do’s approach to the collection is rooted in the idea that how we dress is a direct reflection of how we live. Each garment in the Fall Winter 2024 lineup is symbolic, designed to protect while projecting a confident, urban persona. This philosophy is woven into every piece, making the collection a compelling study of how fashion interacts with daily life in a busy metropolis.
“Irina 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.
In addition to Shayk’s commanding presence, the campaign benefits from the creative collaboration of stylist Jason Rider, hair by Akki Shirakawa, and makeup by Fara Homidi. Together, they craft a visual narrative that emphasizes strength, resilience, and the ability to adapt – qualities that define both the Helmut Lang woman and the city she navigates.
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