Helmut Lang has always occupied a certain space—sharp, distilled, and just on the edge of subversive. For Spring/Summer 2025, that ethos is refined once again, this time through the lens of photographer Pegah Farahmand and stylist Jason Rider.
The campaign strips everything back to its essence: clean lines, controlled silhouettes, and an attitude that feels both studied and effortless. Shot against neutral backdrops, the images take a straightforward approach—no theatrics, no distractions, just clothes and the quiet assertion of presence.
Menswear plays with proportion—cropped utility jackets sit over precise button-downs, while suiting takes on a relaxed but structured form. Womenswear leans into contrasts: leather paired with airy shirting, sleek dresses balanced with utilitarian outerwear. The styling is deliberate but unfussy, a nod to Helmut Lang’s roots in New York minimalism.
Farahmand’s images don’t just document the collection; they articulate the brand’s ongoing dialogue between functionality and style. Helmut Lang doesn’t shout—it never has. Instead, it makes its point with precision.
