Fear of God Loungewear 2023 Ad Campaign

Review of Fear of God Loungewear 2023 Ad Campaign by Creative Director Jerry Lorenzo and Photographer Luis Alberto Rodriguez with models Joan Smalls, Anok Yai, Annemary Aderibigbe, and America Gonzalez

Fear of God announces the launch of loungewear with an intimate and classically composed campaign by photographer Luis Alberto Rodriguez.

Refreshing the brand’s classic staples with a focus on at-home comfort that can versatilely transform into ready-to-wear, the collection includes wool cashmere robes and blankets, poplin pajama sets, boxer briefs, and socks in the brand’s signature colors: Cement, Cream, and Black.

The gorgeous campaign imagery expresses the collection’s ethos of simple sophistication through an aesthetic of classic, pared-back elegance. Captured in both silvertone and warm color, Rodriguez’s portraits of a revered and beautiful cast of models exude a feeling of comfortable, timeless confidence. The accompanying short film puts these portraits into soft motion, while the soundtrack of old-school soul that is at once cheesy and sexily cool embodies an atmosphere of warm nostalgia.

The minimal styling goes a long way in supporting the mood as well; the looks mostly feature three or fewer pieces, which emphasizes the craft and cut of each individual garment and the feeling of at-home ease, while also playing into the underwear-as-outerwear trend that we are seeing expand to bottoms (there was no shortage of men’s boxers worn as women’s shorts this most recent street style season).

Fear of God’s Essentials line was a runaway hit, so it’s a smart move for the brand to lean further into the elevated basics category and offer a loungewear collection focused on flexible, at-home comfort. But this is no typical loungewear collection, and neither is this a typical loungewear campaign. Instead, the brand has done excellent work to carry forward its uniquely sophisticated perspective on American luxury, uniting an excellent cast with a talented creative team to push its message of empowered elegance.