Ludovic de Saint Sernin Spring 2022 Ad Campaign

Review of Ludovic de Saint Sernin Spring 2022 Ad Campaign by Creative Director Simon B. Morch with Photographer Willy Vanderperre with model Fernando Lindez

Ludovic de Saint Sernin sets the mood with a masterfully minimal yet evocatively complex campaign for Spring 2022. The campaign features Creative direction from Simon B. Morch and photography by Willy Vanderperre.

Vanderperre’s photography subtly develops the brand’s provocative thematics involving unique poetics and male nudity. His straightforward composition exposes more than some skin as it highlights the sculptural quality of the human body, aided by the physic of Fernando Lindez.

Although the collection’s clothing only makes a brief appearance, Morch’s campaign furthers the ideas of liberation the brand has been exploring through their work. Lindez’s strong and classically beautiful body is captured in black and white images depicting all the muscular strength he possesses– while hinting at kinky black straps are decadently wrapped around him. In some photos, we get a touch of an ornamental black neckline, and in another, a mesh garment is held in an asymmetric pose keeping with the campaign’s general composition. One shouldn’t take the cheeky placement of the LdSS logo for granted either.

The campaign serves as an homage to the reverence of the human body and is well served by an excellent casting choice. Morch & Vanderperre successfully continue the running themes of Ludovic de Saint Sernin and tell us a story of delicacy, poeticism, and structure. They subtly emphasize the connections between innocence and exposure in men’s cultural portrayal, but their message reads loud and clear.