Top 10 Intimates Fashion Ad Campaigns of 2022

The Best Intimates Fashion Ad Campaigns of 2022 as chosen by Kenneth Richard

Unfettered sexuality was back on the runway this year, and the trend fittingly extended across the intimates ad campaigns we saw this season as well. While recent marketing trends have seen a shift away from more blatant, skin-baring imagery that can be seen as objectifying toward a celebration of confidence and intrinsic beauty, this season saw the pendulum swing back a little bit.

Dsquared2’s beachy underwear and swim campaign served up some unabashed male objectification, a gonzo approach that hearkened back to the cheeky overtness of the brand’s early 2000s advertising approach. Meanwhile, Louis Gabriel Nouchi took things even further back with imagery that reworked the vintage codes of homoerotic fashion images of the 80s into a contemporary, minimal, and sensual aesthetic.

Agent Provocateur makes the list with a trio of campaigns that continued to push the brand’s ironic revisiting of throwback exploitative marketing codes to reclaim the body from the objectification of the male gaze while still celebrating the confidence-inspiring power of gonzo glamor.

Also securing multiple spots on the rundown, the unstoppable Savage X Fenty made the wise choice of casting House of the Dragon star and meme queen Olivia Cooke in a campaign that had the internet ablaze.

Here are the best Intimates Ad Campaigns 2022 season as selected by our Chief Impressionist, Kenneth Richard.

Agent  Provocateur

Agent Provocateur Creative Director | Sarah Shotton
Photographer | Pixie Levinson
Talent | Avril Mathie, Roxy Horner, Vinetria, Ana Coto, Brooks Nader, Mae McKagan, Grace McKagan, Susan Holmes-McKagan, Julia Muniz, & Bby_cai

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