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.
Creative Director | Sarah Shotton Photographer | Venetia Scott Models | Alana Felisberto, Chinchin Hsu, Emma Breschi, Londone Myers, Molly Smith Stylist | Claudia Sinclair Hair | Eamonn Hughes Makeup | Janeen Witherspoon Manicurist | Adam Slee Casting Director | Rosie Vogel Set Designer | Charlotte Lawton
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
Dsquared2 Creative Directors | Dan & Dean Caten Photographer | Christian Oita Models | Sergio Perdomo, Michael Yerger, Nacho Penín
LGN Louis Gabriel Nouchi
LGN Louis Gabriel Nouchi Creative Director | Louis Gabriel Nouchi Photographer | Ismael Moumin Model | Sam Morris Hair | Pablo Kuemin Makeup | Vanessa Bellini
Savage x Fenty
Savage X Fenty Creative Director | Rihanna Talent | Olivia Cooke
Savage x Fenty
Savage X Fenty Creative Director | Rihanna Photographer | Dennis Leupold Talent | Rihanna, Ciara Consiglio, Simone Embrack, Brynne Rosetta, & Princess Gollum Makeup | Priscilla Ono
Creative Agency | Quality Meats Director of Production | Kacey Hart Photo Producer | Zana Woods Account Director | Meredith Metzl Designer | Ruby Belnick Director | Kitao Sakurai VP/Executive Producer | Suzanne Hargrove Director of Production | Tracy Hauser Line Producer | Megan Porche Director of photography | Galo Olivares Production Designer | Monica Bidault Photography | Simon Lohmeyer Retoucher | Daniella Midenge
Skims Creative Director | Kim Kardashian & Emma Grede Photographers | Sandy Kim & Greg Swales Models | Kim Kardashian, Heidi Klum, Tyra Banks, Alessandra Ambrosio, and Candice Swanepoel Hair | Sylvia Wheeler, Dimitris Giannetos, Angel, Jesus Guerrero Makeup | Valente Frazier, Beau Nelson, Georgi Sandev, Linda Hay, and Wendi Miyake
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