Review of Helmut Lang Spring 2025 Ad Campaign by Photographer Pegah Farahmand with models Lara Menezes and Joseph Uyttenhove
Helmut Lang continues to refine its vision of minimalist, industrial elegance with its Spring 2025 campaign, captured by photographer Pegah Farahmand.
Extending the precise lines and functional detailing of the collection, Farahmand captures models Lara Menezes and Joseph Uyttenhove in a spare, utilitarian interior of concrete floor, white wall, and steel fixtures. Despite the hard-edged simplicity of the space, however, she manages to bring out a subtle sense of spontaneity and even quiet playfulness through the way she captures her models in conversation with their environment – while still keeping the focus straightforwardly on the slick precision of the collection.
As Peter Do has announced his departure from the brand after less than two years, the creative future of Helmut Lang is something of an unknown. Nonetheless, this campaign is both a fitting celebration of one his final collections and a confident reassertion of the brand’s core art direction, laying down a simple and solid foundation from which it can continue to build, wherever its next chapter may go.
Photographer | Pegah Farahmand
Models | Lara Menezes and Joseph Uyttenhove
Stylist | Jason Rider
Hair | Tamara McNaughton
Makeup | Yumi Lee
Casting Director | The Establishment
Set Designer | Whitney Hellesen