Review of Helmut Land “People of Helmut Lang” Spring 2024 Ad Campaign by Creative Director Peter Do and Photographer Huy Luong with models An-My Lê, Armina Howada Mussa, Ash Owens, Connor Sen Warnick, Devin B. Johnson, Eli Ping, Frederiøue Thiollet, John Yuyi, Kai Avent-Deleon, Linda Rodin, Michael Abel, Mindy Seu, Minjae Kim, Oscar Yi Hou, Sam Stewart, Sophia Roe, Steph Shiu, and Yahdon Israel
Peter Do continues to unveil his vision for Helmut Lang with the new “People of Helmut Lang” campaign shot by photographer Huy Luong.
The campaign centers around a collective of creative individuals who are passionate about what they do. These artistic and intellectual individuals include photographer John Yuyi; author, designer, and model Linda Rodin; professor, designer, and author Mindy Seu; sculptor and furniture designer Minjae Kim; photographer and professor An-My Lê; chef, producer, and food editor Sophia Roe; and more.
The person gives meaning and value to the clothes and not the other way around.”
– Peter Do, Helmut Lang Creative Director
Embodying this idea of meaning in individual expression, Luong’s portraits take a stripped-back and minimalist approach to capturing each persona and the way they exist in clothing. Across both full-body portraits and headshots, the images draw out a unique sense of confidence and character from each thoughtfully chosen star, emphasizing how they fill their looks with meaning.
The campaign follows quickly on the heels of Peter Do’s first main seasonal campaign for the brand, which set his systematically focused debut collection against the bustling motion of New York streets. With its totally minimal in-studio aesthetic, this next chapter offers a strong counterpoint: one campaign shows the clothing in context with an external world, and one shows the clothing in context with the introspective character of the person who wears it.
It’s a strong continuation of a new chapter at a distinct legacy brand. Peter Do has done strong work in using his own voice to carry forward the principles of disruptive minimalism and intellectual individualism proposed by Helmut Lang. This latest campaign deepens the narrative by introducing us with style and focus to some of the people who are living these principles.
Helmut Lang Creative Director | Peter Do
Photographer | Huy Luong
Models | An-My Lê, Armina Howada Mussa, Ash Owens, Connor Sen Warnick, Devin B. Johnson, Eli Ping, Frederiøue Thiollet, John Yuyi, Kai Avent-Deleon, Linda Rodin, Michael Abel, Mindy Seu, Minjae Kim, Oscar Yi Hou, Sam Stewart, Sophia Roe, Steph Shiu, and Yahdon Israel
Stylist | Jason Rider
Hair | Nero
Makeup | Stevie Huynh