Helmut Lang Pre-Fall 2024 Ad Campaign

Review of Helmut Lang Pre-Fall 2024 Ad Campaign with Photographer Daniel Shea with models Africa Garcia, Senganne-Ahmed Richards

Helmut Lang’s Pre-Fall 2025 campaign, captured by Daniel Shea and styled by Jason Rider, leans into a visual language of quiet clarity. The imagery is composed and unfussy—models stand in industrial interiors and neutral light, wearing sharply tailored separates and elongated silhouettes that speak more in tone than volume.

There’s a steadiness to the campaign’s pace: no theatrics, no excess—just a refined, almost documentarian look at Lang’s minimalist legacy in a contemporary frame. It doesn’t chase attention, and that’s precisely its strength.