LGN Louis Gabriel Nouchi Fall 2022 Ad Campaign

Review of LGN Louis Gabriel Nouchi ‘Les Paradis Artificiels’ Fall 2022 Ad Campaign by Photographer Ismaël Moumin

LGN Louis Gabriel Nouchi elevates an already visually strong campaign with an excellent and uncommon approach to casting. Titled ‘Les Paradis Artificiel,’ the Fall 2022 campaign was lensed by photographer Ismaël Moumin.

In an unusually creative and welcoming approach, the campaign was cast through an open online casting call of the brand’s customers – a tactic the brand has used to cast past runway shows as well, from which some of the same members return. Rather than impersonal models, LGN’s visual world is thus populated by the same men who wear it in real life, fostering a spirit of honesty and inclusivity.

These real-life LGN wearers bring confidence, openness, and sensuality to Moumin’s portraits. He captures his models before a corrugated glass panel that echoes the lines of the collection, and through which we can distortedly see other members of the cast, creating a sense of dynamism and energy while abstractly recalling the liberation of a night club. In other images he makes use of motion blur and long exposure times, further pushing the sense of motion and hallucinogenic visual distortion.

Developing LGN’s signature sensibility of liberated eroticism and masculinity through a uniquely meaningful casting approach, the campaign forms a celebratory study of the intersection between personal identity and bodily expression.