Celebrating sex, love and freedom, Ludovic de Saint Sernin fulfils an ambition the designer has held since launching the eponymous brand two years ago by presenting his debut underwear campaign, shot by Thomas Giddings with art direction by Simon B. Mørch.

Such is the strength of association between Sernin and his now signature eyelet briefs that it’s difficult to imagine this is the brand’s first official foray into underwear. As expected, the best-selling briefs that first catapulted Sernin’s name and embody his sensual, Mapplethorpian approach to design, take centre stage in this new collection.

For the campaign, model Diego Villareal bedazzles in Sernin’s answer to Victoria Secret’s ‘Fantasy Bra’, a cross-laced fly underwear studded with Swarovski diamonds that provided a fitting finale to his excellent FW19 show. We’re hoping for more of the same this season, following the announcement that Ludovic de Sant Sernin will present his SS20 collection on schedule during Paris Men’s Fashion Week next month.

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