Helmut Lang has wisely enlisted Sheck Wes to model its upcoming Fall 2018 collection. Technically, this is a men's collection, but why are we still categorizing clothes like that at all? Clothes are clothes, people.

For the polaroid-centered campaign, Wes was photographed by his pal Cian Moore, a.k.a. @sweetcian on Instagram, over at Pirates Cove beach in Malibu, California.


Below, see the full campaign. Helmut Lang is set to announce additional details on the collection, due later this month, shortly.

sheck wes
Image via Cian Moore/Helmut Lang
sheck wes
Image via Cian Moore/Helmut Lang
sheck wes
Image via Cian Moore/Helmut Lang
sheck wes
Image via Cian Moore/Helmut Lang
sheck wes
Image via Cian Moore/Helmut Lang
sheck wes
Image via Cian Moore/Helmut Lang

Monday also gave us some choice Wes quotes via Pitchfork, with whom he discussed his beat selection process and his presumably great upcoming G.O.O.D./Cactus Jack release Mudboy. Noting that producers are "the real stars" nowadays, Wes used Lil Pump's ubiquitous "Gucci Gang" as a comparison point. "No shade, and shout out to Lil Pump, but on a track like 'Gucci Gang' he's not really saying much," Wes said. "'Live Sheck Wes' is the same type of song as ['Gucci Gang']. One verse and the hook, and the song is over with. But the lyrics [in my song are] real! That's why n****s fuck with it."

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Next up, catch Wes and Valee as the opening acts on Pusha-T's upcoming DAYTONA Tour. Catch a full list of dates below, then be sure to not completely play yourself by failing to attend a stop or three near you:

July 31 — Denver, CO at Red Rocks
Aug. 2 — Milwaukee, WI at Rave
Aug. 3 — St Louis, MO at The Pageant
Aug. 4 — Kansas City, MO at Midland
Aug. 6 — Detroit, MI at Saint Andrews Hall
Aug. 7 — Grand Rapids, MI at 20 Monroe Live
Aug. 8 — Chicago, IL at House of Blues
Aug. 9 — Cincinnati, OH at Bogart’s
Aug. 10 — Cleveland, OH at House of Blues
Aug. 12 — Boston, MA at House of Blues
Aug. 15 — Baltimore, MD at Soundstage
Aug. 19 — Norfolk, VA at The NorVa
Aug. 20 — Richmond, VA at National
Aug. 22 — Myrtle Beach, SC at House of Blues
Aug. 23 — Charlotte, NC at The Fillmore
Aug. 25 — Houston, TX at House of Blues
Aug. 27 — San Antonio, TX at Aztec Theatre
Aug. 28 — Dallas, TX at House of Blues
Aug. 30 — Phoenix, AZ at Press Room
Aug. 31 — Santa Ana, CA at The Observatory
Sept. 1 — Los Angeles, CA at Belasco Theatre