Helmut Lang's Latest Denim Campaign Is a True Love Story
Helmut Lang is revisiting its "Seen By" series, tapping Paris -based photographer Priscillia Saada to reimagine denim through the lens of intimacy, routine and modern romance. Titled "Seen By Priscillia Saada," the latest installment marks…
Helmut Lang is revisiting its "Seen By" series, tapping Paris-based photographer Priscillia Saada to reimagine denim through the lens of intimacy, routine and modern romance.
Titled "Seen By Priscillia Saada," the latest installment marks a new chapter for the brand's ongoing creative initiative, which has previously featured artists and image-makers including Ethan James Green, Paul Mpagi Sepuya, Jeremy Deller, Carlota Guerrero and Antwaun Sargent. Moving forward, Helmut Lang will commission a different photographer each season to explore denim from a uniquely personal perspective.
For her contribution, Saada turns her camera toward close friends Monika Tatalovic and Ralph Denman, documenting the couple in a series of tender, filmic moments. From lounging together on the couch to sharing quiet rituals at home, the imagery captures the familiarity and vulnerability that shape long-term love.
"In many ways, I see a parallel between love and denim," Saada shares. "Both evolve with time. Both soften, adapt and bear the marks of lived experience."
The couple wears pieces from Helmut Lang's Pre-Fall 2026 offering, including staple jeans, relaxed bootcut trousers, a denim mini skirt and a cropped trucker jacket rendered in washes ranging from vintage blue and rinsed indigo to matte white and peony.
Helmut Lang's full Pre-Fall 2026 collection is now available on the brand's website.
In other news, Damson Madder channels early-2000s indie cinema for its latest campaign.
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