While at Framework—the creative agency behind the PR agency Black Frame—I worked on the rebrand of Helmut Lang that positioned the brand as younger, cooler and more relevant.

The concept for the first campaign I worked on was the everyday. We brought this concept to life by leveraging street-cast models with no makeup and juxtaposed pieces from the collection and household objects.


Agency: Framework
Creative Direction: Brian Phillips, Joao Moraes
Photography: Theo Sion
Styling: Alice Goddard
Hair: Gary Gill
Set: David White
Casting: Midland Agency
Models: Sara Hiromi, Tristan Hughes Freeland, Sara Oliver Wright, Akeela Sfara Millett