Helmut Lang is doing it right. Having been without a creative director since Peter Do left back in November of last year, the brand has decided to champion their design team for their new series of campaigns - and other brands should take notes.
For Helmut Lang’s Pre-Fall 2025 campaign, each featured member of the design team was photographed in the brand’s pieces along with a photo of their locker, giving us an insight into their minds and personal style as a Helmut Lang designer. They were also asked some casual questions in a Q&A format about their time at the brand and even their summer plans.
In an industry where the design team is seen more as a collective rather than individuals, we love this from Helmut Lang. It gives us a deeper look into who the design team are as people, giving them the publicity and limelight they deserve and acknowledging that they’re arguably as important in bringing the collections to life as the big-name creative directors that tend to get all the credit.
With creative directors in fashion becoming household names and some brands even hiring celebrities as their creative directors for press and media purposes, it’s pretty refreshing to see lesser-known faces and more junior roles get some recognition. Giving these designers the platform to show some individuality and get their name out there is something we really support.
Even though the New York-based label hasn’t found a successor to Peter Do yet, the brand showing this much trust in their design team will definitely reassure fans. With this set of designers stepping up to the task, it looks like Helmut Lang’s future is in safe hands.
Featured image via @dnlcvngh ©
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