Review of Ludovic De Saint Sernin Swimwear Ad Campaign by Photographer Stuart Winecoff
By Sonya Moore
Ludovic de Saint Sernin returns to a place beyond expectation and brand heritage with the all too familiar location of Fire Island Pines. It was here, within the queer haven perched on New York state’s Atlantic coast, that the designer shot the brand’s inaugural campaign for LdSS’s underwear line. Comprised of an eminent reimagining of the emblematic Eyelet Brief and Thong, as well as the latest Swim Short, studded with the brand’s signature grommet lozenges, feels less like a commercial maneuver and more like a hypnotic homecoming. Ludovic de Saint Sernin expands not only brand heritage but also champions queer culture by crafting a visual language that is equal parts intimate and transcendent.
At 231 Bay Walk, Stuart Winecoff captures a dichotomy of lyrical and queer contemporary imagery deepened not only through cultural, but historical relevance that surpasses typical advertising expectations. Though this very well may be a blatant exploration of eroticism, it isn’t for the sake of selling sex; it’s an exploration of passionate portraiture that borders on spiritual. A place where every detail is contextualized; every movement a nuance of natural sensuality, this campaign is charged with an eroticism that is less about provocation and more about presence. The glints of sunlight on wet skin, the interplay of shadow and texture, even the quiet gravity of bodies in motion, is not simply a study in aesthetics but rather an articulation of identity. Ludovics Saint Sernin’s relaunch of Swim is an exemplary development in the convergence of artistic, cultural, and historical narrative.
Though within this industry, aesthetics often takes priority when casting is considered, the choice for this campaign was prudent to its core. Through layers of texture and a stylistic contrast of black, white, and drenched (both by sun and sea), it underscores a tension between concealment and revelation. The mesmerizing gazes between models beg to question the role of lust, yet simultaneously leave you with an irrevocably poignant sensation, while the direction is a testament to yearning: a concept easily lost on modern society. The statuesque queer men carve out a narrarative with reach beyond mere advertising; they sculpt a narrative that could be considered Ludovic Saint Sernin’s most visually compelling, dynamic campaign to date.
In contrast to earlier campaigns sometimes marked by stark minimalism and product-focused shots, this Swim relaunch heralds a decisive shift toward narrative intimacy and layered storytelling. The dynamics, where water serves as reflection and aged woodgrain juxtapose the unveiling of emotion within a bathroom mirror, the raw emotion is incomparable. Here, there is intimate intent without overstatement. With a Swim relaunch as bold as this one, contrast is not only found within stills, but also in the brand as a whole. Now, Ludovic de Saint Sernin conquers the intertwinement of identity and interlude, with swim at the center.
Photographer | Stuart Winecoff
Location | Fire Island, New York