Ludovic de Saint Sernin Spring 2025 Ad Campaign

Review of Ludovic de Saint Sernin Spring 2025 Ad Campaign by Creative Directors Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone and Photographer Maxime La with model Paige Reifler

In a subdued suite of sultry vignettes, Ludovic de Saint Sernin‘s Spring 2025 campaign evokes intimacy with a vintage gloss. Whether perched on a floral carpet in sequins or reclining in a bathtub with a wet tee and soaked stare, model Paige Reifler channels the disaffected sensuality of early 2000s editorials. The campaign unfolds across hotel-room corners, velvet sofas, and car door exits, with Reifler’s poses oscillating between languid ease and curated indifference. Throughout, the LDS logo is boldly placed—etched against the body or hovering over mise-en-scènes like a signature kiss.

The images succeed in creating a cohesive visual identity that’s moody, retro, and deliberately undone. It’s an effective extension of the brand’s erotic minimalism, presenting Reifler not as a passive subject but as a self-possessed figure who invites the gaze, then redirects it. Still, the creative choices—like the brown leather dress and low-rise denim—lean heavily on nostalgia. For a brand known for provocation, this campaign feels more referential than revolutionary. There’s a sense of déjà vu that, while intentional, may not fully push the aesthetic forward.

That said, it’s hard to argue with the strength of the atmosphere: seductive without theatrics, styled with restraint, and shot with a diaristic sense of immediacy. The result is a campaign that whispers rather than shouts—and knows exactly who’s listening.