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helmut lang seen shayne oliver ss18 campaign fashion
Helmut Lang Seen by Shayne Oliver SS18 campaignPhotography Nicolai Howalt

Crying models feature in Shayne’s first Helmut Lang campaign

And yes, the bra bag is front and centre

After waiting with bated breath for the first look at the new Helmut Lang, the SS18 collection was presented at New York Fashion Week in September. Designed by Hood By Air’s Shayne Oliver with Dazed’s editor-in-chief Isabella Burley as editor-in-residence, the collection paid homage to Lang’s own design tropes, imagined through a distinctly Oliver lens.

Now, the label has released its first new ready-to-wear campaign. Photographed by visual artist Nicolai Howalt – who is best known for his photo series “Boxer” – the images are shot on a stark white background and feature models whose faces are streaming with tears. Tears of joy we imagine, as they’re all dressed in full looks of the Oliver-designed collection – which, BTW, is available from today. The looks are styled by Dazed contributor and long-time Oliver collaborator Akeem Smith.

While the images make up the first runway collection campaign since the label’s relaunch, it isn’t the first set of visuals the newly invigorated Helmut Lang has released. The ‘Seen By’ project has enlisted Talia Chetrit and Ethan James Green to shoot pre campaigns, while the Artist Series has repurposed archive Walter Pfeiffer images onto posters, tees, blankets and more.


Watch the SS18 show below.