Irina Shayk stars in the Fall Winter 2024 campaign for Helmut Lang, featuring innovative urban designs by Peter Do.
Irina Shayk is the face of Helmut Lang’s Fall Winter 2024 collection, marking Peter Do’s third collection for the brand. Photographed in New York by Talia Chetrit, the campaign explores the tensions between protection and projection, key themes in modern urban life. Peter Do draws inspiration from the city to create pieces that function as armor for those navigating its daily hustle.
The collection stands out for its fusion of style and functionality. Key designs include the curved silk bubble shirt, the perforated hem skirt, and the tartan sweater, all crafted to protect while expressing a strong personal identity. Everyday urban elements, such as New York laundry bags, influenced the creation of these versatile and durable garments.
The choice of Irina Shayk to lead the campaign reinforces the theme of resilience and adaptability. Shayk embodies the ability to move fluidly through the city, reflecting Helmut Lang’s powerful silhouettes and innovative cuts. The collaboration of stylist Jason Rider, hairstylist Akki Shirakawa, and makeup artist Fara Homidi completes this visual narrative, celebrating strength and evolution in urban fashion.
