Helmut Lang Fall 2024 Ad Campaign

Review of Helmut Lang Fall 2024 Ad Campaign by Creative Director Peter Do and Photographer Talia Chetrit with model Irina Shayk

Helmut Lang explores the tension of security and intimacy with its new Fall 2024 campaign. Starring contemporary supermodel and a major face of the house in its new creative era Irina Shayk, the campaign was lensed by photographer Talia Chetrit.

Creative director Peter Do’s second seasonal collection for the brand was characterized by ideas of protection and vulnerability in contemporary urban life. These themes were most recognizably suggested by garments that referenced the structures of bubble wrap, seatbelts, life vests, and ballistic armor, as well as sheer fabrics and cutouts that countered this idea of protection by uncovering the skin.

Chetrit’s campaign photographs take a direct, almost disarmingly intimate and unaffected perspective to capturing the spirit and thoughtful details of this collection. She captures Shayk in airy, minimal interiors before backdrops of glass block or white wall, as the model exudes an enigmatic energy that feels at once defiant and welcoming.

Chetrit often captures nude figures as part of her photography practice, and even though this campaign is covered up, we can still feel something of the skillful photographer’s understanding of the tension of intimacy, vulnerability, and strength contained in an image of the bare human form. Peter Do’s previous campaign communications for Helmut Lang have felt more conceptual or intellectualized, but here, through Chetrit’s lens, the brand achieves something more visceral. That intellectualism is still present in the design concepts, but they are seen with a powerful and delicate new immediacy.

It’s exciting to see Peter Do’s vision for the iconic design legacy of Helmut Lang continue to grow, and, with its simultaneous fragility and power, this campaign is another enthralling early chapter.