The Resort 2025-2026 imagery highlights a diverse group of city dwellers in signature knits.
Summary
- Helmut Lang focuses on the bond between New Yorkers and their pets for the Holiday 2025-2026 campaign.
- Photographer Luna Conte captures the cast in signature knitwear inspired by classic family portraits.
- The lineup features local figures like Nicolas Heller and Lindsay Vrckovnik alongside their animals.
The holiday card is a genre ripe for reinvention. For its Resort 2025-2026 campaign, Helmut Lang ignores the stiff poses of the past and looks instead at the genuine link between New Yorkers and their animals. The result is an intimate study of connection that feels less like marketing and more like a window into a very stylish living room.
Photographer Luna Conte shot the imagery. She references the visual language of traditional family portraits but updates the format for a modern eye. The pictures celebrate the comfort of home while blurring the boundary between public fashion and private life. It is a look at individuality (and animal companionship) through the lens of the brand’s modern minimalism.
Stylist Sasha Kelly centers the wardrobe on signature knitwear. The clothes look lived-in and appropriate for the setting. The campaign features a distinct group of creatives and personalities. The cast includes Lindsay Vrckovnik, Alice McNally, and Brian Alarcon. Nicolas Heller, the documentarian better known to the internet as New York Nico, also appears. Isioma Iyannah joins the roster, as do Kazu and Alexis Katahira with their three-year-old daughter, Ui. Every subject appears alongside their own pet.
The full campaign arrives on the Helmut Lang website and social channels on December 3.
