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.
Agent Provocateur
Agent Provocateur Creative Director | Sarah Shotton
Photographer | Pixie Levinson
Talent | Avril Mathie, Roxy Horner, Vinetria, Ana Coto, Brooks Nader, Mae McKagan, Grace McKagan, Susan Holmes-McKagan, Julia Muniz, & Bby_cai
Dsquared2
Photographer | Christian Oita
Models | Sergio Perdomo, Michael Yerger, Nacho Penín
Designer | Dan & Dean Caten
LGN Louis Gabriel Nouchi
LGN Louis Gabriel Nouchi Creative Director | Louis Gabriel Nouchi
Photographer | Ismael Moumin
Model | Sam Morris
Hair | Pablo Kuemin
Makeup | Vanessa Bellini
Savage x Fenty
Savage X Fenty Creative Director | Rihanna
Talent | Olivia Cooke
Savage x Fenty
Savage X Fenty Creative Director | Rihanna
Photographer | Dennis Leupold
Talent | Rihanna, Ciara Consiglio, Simone Embrack, Brynne Rosetta, & Princess Gollum
Makeup | Priscilla Ono
Victoria’s Secret
Models | Bella Hadid, Jill Kortleve, Paloma Elsesser, Adut Akech