Ludovic de Saint Sernin shocks web with new ad campaign

By

Dominique Muret

Translated by
Nicola Mira

Published
Feb 15, 2022

Ludovic de Saint Sernin has released an ultra-sexy ad campaign that, without showing any clothes, has generated a huge buzz. The French designer, who commutes between Paris and London, has laid bare the body of a young man - and not just anyone’s, but that of Spanish model and rising runway star Fernando Lindez - virtually without showing any item from his label’s Spring/Summer 2022 collection, except for a top and assorted accessories. But the campaign is a huge hit.

With his dark, intense gaze framed by a cascade of black curls and his flawless body, Lindez is the ideal embodiment of the label’s erotic mood, a subtle blend of the feminine and the masculine. Lindez, clad only in a necklace, or covering his genitals with what appears to be a mesh tote bag, oozes a torrid sensuality in the pictures lensed by Belgian photographer Willy Vanderperre, in the latter’s sixth campaign for Ludovic de Saint Sernin.

The designer has been a finalist at the LVMH Prize 2018 and in the same year he won the ANDAM’s creative label award. His eponymous label, launched in 2017, has always exuded an uninhibited eroticism, notably expressed through the naked male body, and has already produced similarly styled campaigns, with a focus on uber-sexy outfits. But in this latest campaign, de Saint Sernin has gone a step further, his pictures telling a story of hedonistic freedom and assertive sensuality.

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Ludovic de Saint Sernin showed for the first time at Paris Fashion Week Men in June 2019, modelled by Lindez among others, and has now opted for the womenswear fashion week, mixing the codes even further. The label's next runway show is scheduled on March 3.