Fashion

French Label Hélas Launches Summer 2024 Campaign

Inspired by the digital revolution of the ’80s.

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French Label Hélas Launches Summer 2024 Campaign

Inspired by the digital revolution of the ’80s.

French label Hélas just launched its Summer 2024 collection and campaign, inspired by the digital revolution of the ’80s. Pieces feature playful graphics drawing from retro Powerpoint presentations and Windows Paint aesthetics, also influenced by beach escapes from back in the day.

Aiming to capture the essence of a vintage summer, the collection features items like the Brush Shorts and Tee, Bel-Air Oversized Shirt and Cool Coog All-Over Knit, offering a colorful twist to classic skate silhouettes. As the brand draws from surf, skate and golf culture, its unisex pieces boast baggy silhouettes, vibrant prints and statement pieces.

To celebrate the new collection, Hélas captured its own campaign with local talent in Biarritz, spotlighting how the effortless collection can transition from beachside to cityscape.

Take a look at the new campaign above before the collection lands on the Helas website on May 24.

While you’re here, check out our list of the coolest sunglasses brands to shop this summer.

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