The Buzz Forum Buzz

Bella Hadid Takes Us Back to the 90s With Helmut Lang’s Pre-Fall 2020 Campaign

This might just be the year of Bella Hadid. So far in 2020, Bella has four Vogue cover appearances under her belt and numerous campaigns for major fashion houses (think Burberry, Missoni and Moschino). Now Thomas Cawson welcomes Bella back as the face of Helmut Lang for the brand’s Pre-Fall 2020 collection. In the stunning studio images, Bella morphs into her doppelgänger Carla Bruni (once again) for the 90s-inspired campaign captured by photographer Ethan James Green.

Helmut Lang Pre-Fall 2020 : Bella Hadid by Ethan James Green


The campaign hit all the right notes on our forums. “Ugh, these images are annoyingly stunning,” admitted dodencebt.

“Very 90s Carla Bruni by Patrick Demarchelier,” mikel pointed out.

“I guess the pitch was Carla Bruni for Vogue Italia by Steven Meisel in 1993,” said Lola701. “That being said, it’s all very beautiful even if it has nothing to do with Helmut Lang. Helmut Lang is now an American brand so it’s difficult to get the European edge without having that culture.”

[ Not a tFS forum member yet? Click here to join! ]

Marc10 was also an admirer: “The references are obvious, but this is quite stunning. Some of the strongest shots I’ve seen of Bella, she looks incredible.”

“I am ALL for this, honestly have zero complaints. A truly stunning campaign — just a classic studio setting, simple styling and Bella transporting us back to the 90s by morphing into Carla Bruni. What more could I possibly ask for?” asked vogue28.

“Beautiful. I’m impressed how much Ethan James Green has evolved as a photographer. It feels like yesterday when his modeling days were just starting and some years later he’s channeling Meisel like a pro,” praised an equally impressed Legolas.

Helmut Lang Pre-Fall 2020 : Bella Hadid by Ethan James Green


Are you in love with the campaign as much as we are? Share your thoughts here.