Fashion Brand’s New NSFW Campaign Features IRL Couples Having Sex

Sex sells – or at least, that’s the thinking that Eckhaus Latta wanted to tackle head-on in its first ad campaign featuring its SS17 collection. A full-frontal, frank look at real sex, complete with real friends and Craigslist-cast people involved (yes, really) – the images are an unconventional but totally on-brand take on the glut of sex imagery in fashion.

More info: Heji Shin, Eckhaus Latta (h/t: dazeddigital)

For the project, Mike Eckhaus and Zoe Latta teamed up with friend and photographer Heji Shin. The pair decided that they were “amused by the relationship between fashion advertising and sexuality (and) more interested in producing images that are open to interpretation.”

“We live in a time where there is still tension between individualised freedom of expression (especially online) and puritanical approaches to sex that are deeply encoded in culture,” the two say. This then, was a reaction to that – a defiant celebration of the fact that, “real sex, after all, is beautiful,” and just something that is an “acceptable – and integral – part of being a human being.”





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