Helmut Lang continues its seasonal photography series with Helmut Lang Jeans Seen by Chloe Jones, the second project under the brand’s “Jeans Seen By” program. For Fall 2026, Helmut Lang commissioned Arkansas-based photographer Chloe Jones to interpret its denim collection through imagery informed by the season’s subtle Western references.
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Jones approached the project through personal memories of growing up around horses. Her uncle worked with horses for a living, and she spent much of her childhood following him as he worked. Long before she understood the meaning behind those details, she noticed the physical traces left by daily labor: horsehair caught on barbed wire, leather worn smooth from repeated handling and jeans marked by objects carried in their pockets.
That familiarity shaped the photographs for Helmut Lang. Jones photographed bronc rider Lamarr Hankins, twin bull riders Dayna and Maddy Eilert, Miss Rodeo Oklahoma 2027 Carlee Smith, and farmer Zack Hollowell of Honey Rock Farms. She worked across locations in Arkansas and Oklahoma, placing the collection within environments connected directly to the subjects’ routines.
Bull and bronc riding can come down to an eight-second ride, though Jones chose to focus on the hours that surround those brief moments of competition. Her photographs concentrate on quieter situations away from active work. Horses stand in the shade, sisters ride together, and a cow approaches to look over a bucket. The images place Helmut Lang denim alongside leather, horsehair, hay, metal and red dirt.
Jones also paid close attention to the way denim changes through use. Fabric fades wherever hands, movement and daily routines repeatedly touch it. Over time, each pair begins to take on characteristics associated with its wearer.
“Everyone wore the denim like it was their own,” Jones explains. By the end of each day, she noticed that the pieces already appeared connected to the people wearing them. She wanted to photograph the point when a new garment begins to feel personal through movement and use.
For Fall 2026, Helmut Lang Jeans expands its denim offering with new cuts and colors. The Saddle Jeans feature a slightly curved leg, while the Relaxed Bootcut Jeans use a longer, refined shape. Helmut Lang finishes both styles with a branded leather patch.
The season also introduces Tinted Vintage Blue and Heavy Tinted Blue denim. Both washes carry a subtle green tint that recalls the effect of rolling through grass. The treatments give the jeans an intentionally worn appearance and connect visually with the clothing Jones documented on the riders. Helmut Lang Jeans and the brand’s Fall 2026 new arrivals are available now through Helmut Lang.
