Featuring supermodel Irina Shayk, Helmut Lang has released their Fall-Winter 2024 campaign. Shot by Talia Chetrit in New York City, Irina is seen sporting pieces from the new collection, styled in bold silhouettes, minimal accessories and wet, cropped hair. 

The Fall/Winter 2024 collection is Creative Director, Peter Do’s, third under the brand. The collection consists of “hyper-adaptable” garments ranging from clothes, shoes and bags. The pieces aim to bring function to dressing under the brand’s continued values and essence to “dress New York”. 

Pieces from the collection that are styled in the campaign include; a hole-punch scarf hem shirt, a curved classic shirt in clear silk bubble and a brushed plaid turtleneck sweater said to be inspired by laundry bags commonly seen in the city. The campaign reflects the idea of merging fashion with functionality and offering protection from the city’s external elements while remaining bold and daring. 

The campaign was styled by Jason Rider, with hair by Akki Shirakawa and makeup by Fara Homidi.