Irina Shayk takes the spotlight in the Helmut Lang fall-winter 2024 campaign, flaunting a tousled pixie cut that makes a bold impression. With a clean white background, the emphasis is solely on the clothing. This season’s campaign, shot by Talia Chetrit, is all about exuding confidence.
The latest collection from the brand is crafted to empower, featuring attire designed to help the wearer conquer the world. Under the creative direction of Peter Do, Shayk strikes various dynamic poses, displaying a range of draped tops, ribbon-adorned jeans, and hole-punched skirts.
Adding a relaxed vibe are slouchy sweaters, while tailored blazers, puffer jackets, and plaid fringe designs offer a touch of sophistication. Stylist Jason Rider brings all these elements together to create a cohesive look.
The color scheme is minimalist, with black and white forming a sleek base, and accents of red and burgundy adding some drama to the line.
In terms of beauty, the look is simple yet functional. Hairstylist Akki Shirakawa works wonders on Shayk’s short hair, and makeup artist Fara Homidi goes for a barely-there makeup style.
