Helmut Lang’s latest Holiday 2025–2026 campaign turns the lens toward authentic city life, spotlighting the intimate bond between New Yorkers and their beloved animal companions. This fresh seasonal narrative blurs the line between fashion photography and genuine portraiture, creating a warm, human-centered spin on the classic holiday campaign.
A Modern Holiday Narrative Rooted in Real Connections
For the campaign, Helmut Lang invited a diverse group of local creatives and personalities to appear alongside their pets in a series of portraits that feel more like family snapshots than traditional fashion imagery. Shot by photographer Luna Conte, the series channels the spirit of time-honored holiday portraits but with a distinctly urban, contemporary feel.
Rather than staged studio shots, the imagery fosters authenticity — celebrating the personal stories and emotional connections that define life in New York City during the holiday season.
Who’s Featured in the Campaign
The cast is drawn from real New Yorkers whose personalities and pets bring the portraits to life. Names and duos include:
- Nicolas Heller with Toby the dachshund
- Lindsay Vrckovnik alongside her rabbit Soup and Pomeranian Bonk
- Alice McNally with her Maine Coon, Charlie
- Brian Alarcon and Gala the ball python
- Isioma Iyamah and Lula, the pitbull mix
- Kazu, Alexis & their daughter Ui Katahira with Romeo the Chihuahua
Each subject’s personal style complements the brand’s signature minimalism, wearing Helmut Lang’s resort knits and seasonal staples that feel lived-in and authentic — perfect for both intimate moments at home and the festive energy of winter in the city.
Helmut Lang’s holiday imagery stands out in a season crowded with glossy, highly produced visuals. Instead, the brand embraces a more emotional, narrative-driven approach, elevating everyday New Yorkers and their pets into the spotlight. By grounding this campaign in real life, Helmut Lang reinforces its longstanding connection to New York’s cultural fabric and its evolving community of makers, creators, and urban storytellers.
Images Courtesy of Helmut Lang
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