Review of Ludovic de Saint Sernin Fall/Winter 2024 Ad Campaign by Photographer Ethan James Green with models Angelina Kendall, Nonso Ojukwu, Sascha Rajasalu, Kirill Romanenko and Ludovic de Saint Sernin
Ludovic de Saint Sernin draws on an iconic legacy of photographic sensuality for his Fall 2024 campaign. The campaign was lensed by photographer Ethan James Green with art direction from Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone.
Presented in New York City rather than the designer’s usual stomping grounds of Paris, Ludovic de Saint Sernin’s Fall 2024 collection paid homage to Robert Mapplethorpe, working some of the influential photographer’s famed flower images into the designs, as well as celebrating his status as a groundbreaking icon of queer art.
Green’s studio portraits aptly bridge the creative worlds of these two artists, recognizably channeling Mapplethorpe’s sensual minimalism and focus on the body while connecting it with the brand’s more straightforwardly sexy and glamorous design language. The personality and image of Ludovic himself has always been a core aspect of the brand’s identity, so it’s fitting and fun that he models in the campaign as well, embodying his design ethos of celebrating the self and breaking down gender binaries.
The campaign strikes an impressive balance of minimal elegance that is nonetheless dripping with sensuality. Revisiting a historic icon of queer art but emphasizing the continuing relevance of that practice, Ludovic de Saint Sernin reminds us of the enduring power of art as a tool for personal liberation.
Ludovic de Saint Sernin Creative Director | Ludovic de Saint Sernin
Art Direction | Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone
Photographer | Ethan James Green
Models | Angelina Kendall, Nonso Ojukwu, Sascha Rajasalu, Kirill Romanenko and Ludovic de Saint Sernin
Hair | Guido Palau
Makeup | Karin Westerlund
Casting Director | Piergiorgio Del Moro and Samuel Ellis