The American luxury brand Helmut Lang, currently creatively directed by Peter Do, presents its Spring/Summer 2024 campaign called “People of Helmut Lang”.

Living up to its name, the creative team has decided to bring together a collective of people, passionate about what they do, and make them all the protagonists of the campaign, shot in New York by photographer Huy Luong. Those selected were: the photographer John Yuyi; Author, designer, and model Linda Rodin; Professor, designer, and author Mindy Seu; The artist Minjae Kim; Chef, producer, and food editor Sophia Roe; and more.

All posed for the camera wearing garments from the Spring/Summer 2024 collection, a collection in which Do made his debut as creative director and was presented during New York Fashion Week. In his debut, Peter Do set the foundation for a new system of dressing. The core Silhouettes are the foundation for those in motion. The versatile, unisex tailoring, lightweight knits for layering are for real people, every day – not only for special occasions.

Check out the images from the Helmut Lang Spring/Summer 2024 campaign below: