Best Intimates Fashion Ad Campaigns of Fall 2022

The Best Intimates Fashion Ad Campaigns of the Fall 2022 Season as chosen by Kenneth Richard

Unfettered sexuality was back on the runway this year, and the trend fittingly extended across the intimates ad campaigns we saw this season as well. While recent marketing trends have seen a shift away from more blatant, skin-baring imagery that can be seen as objectifying toward a celebration of confidence and intrinsic beauty, this season saw the pendulum swing back a little bit.

Dsquared2’s beachy underwear and swim campaign served up some unabashed male objectification, a gonzo approach that hearkened back to the cheeky overtness of the brand’s early 2000s advertising approach. Meanwhile, Louis Gabriel Nouchi took things even further back with imagery that reworked the vintage codes of homoerotic fashion images of the 80s into a contemporary, minimal, and sensual aesthetic.

Agent Provocateur also took a retro approach that saw its championing of powerful and playfully promiscuous women through a campy film grain that balanced nostalgia with familiar innuendo.

Savage X Fenty made the wise choice of casting House of the Dragon star and meme queen Olivia Cooke in a campaign that had the internet ablaze.

Here are the best Intimates Ad Campaigns of the Fall 2022 season as selected by our Chief Impressionist, Kenneth Richard.

---