Best Intimates Fashion Ad Campaigns of Spring 2021

The Best Intimates Fashion Ad Campaigns of the Spring 2021 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 people feel in underwear than how they look. Sex sells, but a celebration of confidence and intrinsic beauty makes a much stronger impact.

Rihanna’s Savage X Fenty had a pair of strong campaigns which each did excellent work to create visual worlds drawn from the character and confidence of the collections.

Zhilyova Lingerie shared an intriguing psychosexual exploration of image and identity that used contemporary digital scanning technology – the likes of which we have seen used to create other fashion campaigns – in a subversive way.

Calvin Klein made a smart move to deepen their typical imagery of hot celebrities in underwear by adding to it a thoughtful reflection on vulnerability and intimacy.

Here are the Top Intimates Ad Campaigns of Spring 2021 as selected by Chief Impressionist Kenneth Richard.

Agent Provocateur

Valentines

Calvin Klein

Calvin Klein EVP Global Creative | Cedric Murac
Photographer | Mario Sorrenti
Director | Terence Nance
Talent | Anthony Ramos, Janaya Future Khan, Jacob Elordi, Koffee, Megan Thee Stallion, Queer Skate LA, Rina Sawayama, Sage Elsesser, and Vinson Fraley
Stylist | Alastair McKimm
Casting Director | Samuel Ellis Scheinman for dmcasting

Emporio Armani

Savage x Fenty

Savage X Fenty Creative Director | Rihanna
Photographer | Dennis Leupold
Talent | Rihanna, Denise Bidot, Nyakim Gatwech, Bree Kish, and Tonoia

Savage x Fenty

Valentines

Savage X Fenty Creative Director | Rihanna Fenty
Photographer | Dennis Leupold
Talents | Rihanna, Miguel, Nazanin Mandi, Alek Wek, Chinqpink, & Lulu Bonfils