Helmut Lang: 2026 Holiday Campaign with Pets in New York
Forget the forced smiles and stern family portraits that have become clichés. In its new Resort 2025-2026 campaign, the brand Helmut Lang offers a completely different, fresh take on the very concept of holiday cards. The brand decisively rejects staged formality, shifting the focus to something far more sincere and warm: the unbreakable bond between New Yorkers and their pets. The result is a series of images that feels less like a carefully crafted marketing project and more like a unique glimpse into someone's cozy and incredibly stylish living room.
Behind the lens stood photographer Luna Conte, who masterfully reimagined the visual language of classic portraiture. She subtly borrows the aesthetics of traditional family photographs, but imbues each frame with modern sensitivity, dynamism, and absolute ease. These images are a true ode to the comforts of home, effectively blurring the line between the public fashion image and the intimate private life.
It is a profound exploration of individuality and warm camaraderie, seen through the lens of Helmut Lang's signature minimalism.
Stylist Sasha Kelly made the brand's signature knitwear the centerpiece of the wardrobe. The clothes don't look overtly new or brand-new; instead, they create a distinct sense of lived-in comfort and everyday comfort, perfectly fitting the relaxed, homey atmosphere of the shoot. Each piece feels loved and an integral part of its owner.
A unique, eclectic group of creative individuals were invited to participate in the campaign, each appearing on camera with their own pet, creating a unique mosaic of characters. Among them:
- Lindsay Vrtzkovnik (Lindsey Vrzcovnik) and Alice McNally (Alice McNelly)
- Brian Alarcon (Brian Alarcon)
- Documentary filmmaker Nicholas Heller (Nicholas Heller), better known to internet audiences as New York Nico
- Isioma Iyanna (Isioma Iyanma)
- Kazoo (Kazu) and Alexis Katahira (Alexis Katahira) with her three-year-old daughter Ui
The full version of this touching and stylish campaign will be released to the public on December 3rd. Look for it on the official Helmut Lang website and the brand's social media channels to fully appreciate this fresh take on fashion and intimacy.
