Helmut Lang, has embarked on a captivating journey with its latest campaign, ‘People of Helmut Lang,’ unveiling a collective of individuals deeply passionate about their respective crafts. Captured in New York City, this campaign celebrates diversity, creativity, and the power of self-expression.

Photographed by Huy Luong, the campaign features a diverse array of individuals, each representing a unique facet of contemporary culture. Among them are luminaries such as John Yuyi, the visionary artist whose work transcends conventional boundaries; the designer and model Linda Rodin, American designer Mindy Seu and culinary pioneer Sophia Roe, known for her leadership as a chef, producer and food editor.

What sets this campaign apart is its celebration of authenticity and individuality. Each personalities embodies the ethos of Helmut Lang—bold, unapologetic, and fiercely original.

This campaign serves as a powerful reminder of the beauty found in diversity and the importance of embracing one’s true self. By showcasing individuals from diverse backgrounds and disciplines, Helmut Lang reaffirms its commitment to inclusivity and empowerment.

The choice of New York City as the backdrop for this campaign, embodies the spirit of creativity and innovation that lies at the heart of the American brand.

The ‘People of Helmut Lang’ campaign is a powerful statement that celebrates the beauty of individuality and the transformative power of self-expression. The brand also pays homage to the diverse community of individuals who inspire and drive its creative vision forward.

Discover the Helmut Lang Spring-Summer 24 campaign on Crash.