Best Fashion Intimates Ad Campaigns of Spring 2022
The Best Fashion Intimates Ad Campaigns of Spring 2022 Season as chosen by Kenneth Richard
While a certain level of sexuality is needed and welcome for an intimates campaign, our favorites from the season are more about how it can feel to wear underwear – both physically and emotionally – than how it looks. Sex sells, but a palpably positive celebration of confidence, acceptance, or intimacy makes a much stronger impact.
Agent Provocateur served up two campaigns that excellently expressed the brand’s signature smart and sexy subversion of antiquated gender roles and power dynamics.
Saxx eschewed subtlety and went straight for the anatomical importance of well-designed men’s underwear.
Skims tapped some of the most iconic supermodels of our time for a campaign that transformed an already very popular brand into a certified icon.
Here are the Top 10 Intimates Ad Campaigns of Spring 2022 as selected by our Chief Impressionist, Kenneth Richard.
Creative Director | Sarah Shotton Photographer | Venetia Scott Models | Alana Felisberto, Chinchin Hsu, Emma Breschi, Londone Myers, Molly Smith Stylist | Claudia Sinclair Hair | Eamonn Hughes Makeup | Janeen Witherspoon Manicurist | Adam Slee Casting Director | Rosie Vogel Set Designer | Charlotte Lawton
Creative Director | Summer Barry Photographer | Oghale Alex Photographer Assistant | Seth Gudmunson and Andy Lei Art Director | Zoe Web Models | Mia Kang, yogi sisters Kimmy & Crissy Chin, Nastasya Generalova, Solange van Doorn, Sabey, Logan Alcosiba Stylist | Nina Marr Stylist Assistant | Cooper Lawrence Pro Stylist | Natalia Diaz Hair | Andrea Martin Hair Assistant | Lauren Ward Makeup | Noseph Trinh Makeup Assistant | Meeks Silva
Photography | Glen Luchford Videography | Melina Matsoukas Talent | Arlo Parks, Burna Boy, Deb Never, Dominic Fike, JENNIE, Solange Knowles, and Vince Staples
Coco De Mer
In collaboration with Sid Gentle Films Ltd & Killing Eve
Creative Agency | Quality Meats Director of Production | Kacey Hart Photo Producer | Zana Woods Account Director | Meredith Metzl Designer | Ruby Belnick Director | Kitao Sakurai VP/Executive Producer | Suzanne Hargrove Director of Production | Tracy Hauser Line Producer | Megan Porche Director of photography | Galo Olivares Production Designer | Monica Bidault Photography | Simon Lohmeyer Retoucher | Daniella Midenge
Skims Creative Director | Kim Kardashian Photographers | Sandy Kim & Greg Swales Models | Kim Kardashian, Heidi Klum, Tyra Banks, Alessandra Ambrosio, and Candice Swanepoel Hair | Sylvia Wheeler, Dimitris Giannetos, Angel, Jesus Guerrero Makeup | Valente Frazier, Beau Nelson, Georgi Sandev, Linda Hay, and Wendi Miyake
Photographer | Lachlan Bailey Models | Hailey Bieber, Imaan Hammam, and Paloma Elsesser Stylist | Carlos Nazario Hair | Jawara Makeup | Jen Myles Casting Director | Felicity Webb Production | AP Studio
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