Ludovic de Saint Sernin’s Fall/Winter 2024 campaign is a tribute to the iconic American photographer Robert Mapplethorpe. Shot by Ethan James Green, the campaign draws inspiration from Mapplethorpe’s groundbreaking work and celebrates the sensuality and beauty of the human form. With art direction by Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone, the campaign features a diverse cast including Angelina Kendall, Nonso Ojukwu, Sascha Rajasalu, Kirill Romanenko and the designer himself, Ludovic de Saint Sernin.
Green’s studio portraits expertly capture the essence of Mapplethorpe’s minimalist yet sensual aesthetic, while seamlessly blending it with Ludovic de Saint Sernin’s signature design language of glamour and unapologetic sexuality. The campaign images showcase the designer’s incorporation of Mapplethorpe’s famous flower photographs into his designs, adding a layer of depth and meaning to the collection.
Ludovic de Saint Sernin’s decision to present his Fall/Winter 2024 collection in New York, rather than his usual base of Paris, further emphasizes the connection to Mapplethorpe’s legacy as a trailblazing figure in queer art. The designer’s own presence in the campaign underscores the importance of self-expression and the breaking of gender norms, which have been central themes in his brand’s identity.
The collaboration between Ludovic de Saint Sernin and Ethan James Green results in a campaign that is both elegant and provocative, celebrating the enduring power of art as a means of personal liberation. Hairstyling is by Guido Palau, make-up by Karin Westerlund and casting by Piergiorgio Del Moro and Samuel Ellis.
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