Ludovic de Saint Sernin’s Autumn/Winter 2019 show, held in January in the designer’s home city of Paris, ended with a pair of lace-up Swarovski-bedazzled briefs – or, as the designer deemed them, the “million dollar brief”, in a playful ode to the Victoria’s Secret ‘Fantasy Bra’. Now, they appear in his very first underwear campaign, starring Diego Villarreal and photographed by Thomas Giddings, which was released on Instagram yesterday. The choice to create a campaign devoted to underwear came after the cult success of his “eyelet brief” which first appeared in his Spring/Summer 2018 collection and has appeared in various iterations since, sold directly from his Instagram accounts @ludovicdesaintsernin and (the NSFW) @ludovicdesaintserninx. De Saint Sernin calls the campaign itself “a celebration of sex, love and freedom”, with the Ludovic de Saint Sernin label representing “a return to beauty, seen via sensuality and sexuality, with an exacting approach to design and make”. De Saint Sernin will show his Spring/Summer 2020 collection as part of the official men’s fashion week schedule in Paris on June 23, 2019.