Ludovic de Saint Sernin

Sep 2024

The Fall 2024 ad campaign for the Ludovic de Saint Sernin Cleavage Bag is a masterclass in editorial minimalism, grounding the brand's provocative aesthetic in the sprawling, cinematic grit of an urban landscape. Through a series of stark black-and-white images, the campaign captures a tension between the softness of human form and the sharp, tactical textures of leather, studs, and metallic lacing. Photographer Parker Woods employs a dynamic range of lighting, moving seamlessly from bright, high-key studio setups that emphasize the bag's graphic silhouette to moody, low-key chiaroscuro sequences framed against the blurred, nocturnal backdrop of a city skyline. Under the creative direction of Ludovic de Saint Sernin, Lucas Lefler, and Nic Burdekin, the project leans into an avant-garde sensibility, utilizing natural light to highlight the raw, contemplative presence of models Dalton Dubois and Joaquín Ruiz. Styling by Chino Castilla works in concert with the subtle, precise grooming by hair stylist Junya Nakashima and makeup artist Marcelo Gutierrez, ensuring that the focus remains anchored on the interplay between the Cleavage bag and the body. By prioritizing shadow, texture, and composition, the imagery transforms a commercial accessory into a central narrative element, effectively defining a high-fashion, metropolitan identity that feels both intimate and imposing, firmly positioning the accessory as an essential piece of contemporary design.

Editorial, Editorial, Cinematic, Cinematic

Bags & Accessories, Bags & Accessories, Fashion, Fashion