Helmut Lang will introduce a new iteration of its “Seen By” series, which commissions a different photographer each season to explore denim through their own lens.
This season they are working with Paris-based photographer Priscillia Saada, whose work is defined by vibrant, authentic imagery that explores human relationships, with a particular sensitivity to women, intimacy and emotional connection.
Saada explored how denim integrates into the love story of her close friends, Monika Tatalovic and Ralph Denman. Each image is accompanied by a brief description of Saada’s perspective of the couple’s story, meant to reflect the tenderness, vulnerability and accessional absurdity that accompanies love.
Helmut Lang Jeans’ “Seen by Priscillia Saada” campaign.
Priscillia Saada, courtesy of Helmut Lang
“In many ways, I see a parallel between love and denim,” Saada said. “Both evolve with time. Both soften, adapt and bear the marks of lived experience. Like a well-worn pair of jeans, love becomes part of us. I am interested in the banality of love, not as something ordinary or insignificant, but as something constant, familiar and essential. Its beauty lies in repetition, in comfort and in the quiet rituals of everyday life. Tor this Helmut Lang denim campaign, I wanted to explore these ideas through the relationship between Monika and Ralph.”
Helmut Lang Jeans’ “Seen by Priscilla Saada” campaign.
Priscillia Saada, courtesy of Helmut Lang
Intertwining on the couch, gracing legs on a park bench, undressing together after a long day, the photos explore the intimacy between Monika and Ralph as they wear their jeans.
In the images, the couple wear such looks as the seasonal relaxed boot-cut trousers, denim miniskirt and cropped trucker jacket. The images show the array of denim colors in navy melangé, vintage blue wash, rinsed indigo, matte white and peony.
Helmut Lang Jeans’ “Seen by Priscillia Saada” campaign.
Priscillia Sada, Courtesy of Helmut Lang
The campaign launches Tuesday. Helmut Lang Jeans and the full pre-fall 2026 collection are available at helmutlang.com. Prices range from $228 to $398.
Prior campaigns in the series have been photographed by Ethan James Green, Paul Mpagi Sepuya, Jerry Deller, Carlota Guerrero and Antwan Sargent.
An image from the “Seen by Priscillia Saada” campaign.
Priscillia Saada, courtesy of Helmut Lang
