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.


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…

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