See Ludovic de Saint Sernin's First Underwear Campaign

See Ludovic de Saint Sernin's First Underwear Campaign

See Ludovic de Saint Sernin's First Underwear Campaign

Ludovic de Saint Sernin brings his risqué, glam edge in his latest ad campaign, featuring model Diego Villarreal and shot by Thomas Giddings.

Ludovic de Saint Sernin brings his risqué, glam edge in his latest ad campaign, featuring model Diego Villarreal and shot by Thomas Giddings.

Text: Ty Gaskins

After closing his last show with swarovski-studded briefs, it's clear that Ludovic de Saint Sernin is no stranger to making waves. The briefs have made another appearance, but this one's not on the runway: the french menswear darling launched his first underwear campaign.

Front and center is the now-signature eyelet brief, which first made its appearance in de Saint Sernin’s SS18 collection. The campaign debuted on Instagram this past Sunday featuring model Diego Villarreal in the now-infamous “Million Dollar Briefs”, studded in 31,460 Swarovski crystals. They're the male counterpart to the Victoria's Secret “Fantasy Bra” if there ever was one.

De Saint Sernin calls the collection a celebration of sex, love, and freedom. And while this ad campaign may be inaugural for de Saint Sernin, he's gotten quite good at promoting his brands through other media. Take his Instagram accounts @ludovicdesaintsernin and @ludovicdesaintserninx, the latter of which is a private NSFW feed that features tasteful submissions from cult fans.

De Saint Sernin's social cult quickly took to Instagram, reposting the sensual campaign images by photographer Thomas Giddings. The @ludovicdesaintsernin account since released additional photos from the campaign.

Scroll down to see what's been released from Ludovic de Saint Sernin thus far.

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