When it comes to memorable campaigns from the past year or so, Eckhaus Latta is probably right at the top of the list, thanks to its totally NSFW SS17 ad featuring IRL couples having sex. Continuing to create unexpected imagery, the New York-based label has released its debut denim campaign – fronted by some sexy clowns.

While design duo Mike Eckhaus and Zoe Latta have been designing denim for a number of seasons, this is the first time they have created a standalone campaign. “We’ve been looking at classic denim campaigns for a while,” the pair told us. “The idea of playing advertising’s own game is interesting to us.”

Shot by Hanna Moon, the images feature models in nothing but the classic EL Jean, with all of them sporting clown-inspired makeup. There’s even a red balloon that nods to It’s Pennywise The Clown. Why clowns, you might be thinking. “Why not clowns?” is the answer.

While the pair are tight-lipped as to what we can expect from their imminent AW18 show – set to take place this Saturday – maybe this isn’t the last we have seen of the clowns.

The SS18 denim collection is available now.