Nodding to the history of Helmut Lang, MATTE envisioned the trans-season Denim campaign as an opportunity to revive the rawness of the brand’s nineties heritage while still keeping true to the label’s contemporary and clean minimalist aesthetic. A new age of timeless denim, our concept utilized natural light, classic styling, and emotive body language inspired by the evocative photography of Robert Mapplethorpe—a one time collaborator of Helmut Lang.
