If you’ve come across Ludovic de Saint Sernin’s designs, you’ll have noticed that sex and sexuality are common themes within his work. Since making his debut during the SS18 shows, the Paris-based designer’s signature lace-up brief has been upgraded from leather, to versions in leopard, and sparkling rhinestones for the recent AW19 offering.
“Sex is part of everyone’s life and I want what I’m doing to reflect that,” the designer tells us. “The label represents a return to beauty, seen through the lens of sensuality and sex. I feel like today in our over-censored world people forgot how to be sexy and enjoy sex, but it’s really important!”
With all that in mind, it’s no surprise that de Saint Sernin’s latest venture takes him away from ready-to-wear and into the world of sex toys. That’s right: the designer has teamed up with Japanese sex toy company Tenga to design a cover for its signature silicone egg.
“I feel like today in our over-censored world people forgot how to be sexy and enjoy sex, but it’s really important!” – Ludovic de Saint Sernin
Working with art director Matthew Mumford, the cover features the eyelets from de Saint Sernin’s signature briefs to tie the egg back to his line. “I love the final result, it’s cute and kinky at the same time,” he says. “The same way that you can unlace the eyelet briefs you can actually unlace the egg which is so cool!”
To showcase the toy, the designer enlisted director Matt Lambert to create a series of shorts featuring a host of LDSS boys using the egg. In the debut film, pornstar Sean Ford – who frequently stars on de Saint Sernin’s sex account @ludovicdesaintserninx (request to follow immediately!) – appears in a bedroom setting wearing one of the designer’s crochet thongs.
“I wanted this series to feel homemade – the intimacy and spontaneity of the moment celebrated through its ‘amateur’ feel,” Lambert explains to us. “Performers’ first XXX gay scenes often start with a ‘solo’ jerk-off scene which are often really uncomfortable to watch and unintentionally awkward in their voyeurism. I wanted to bring some romance to this shorthand.”
“I wanted this series to feel homemade – the intimacy and spontaneity of the moment celebrated through its ‘amateur’ feel,” – Matt Lambert
Narrated by Ford, his voiceover talks about self-love and masturbation, culminating with a happy ending – i.e. a cumshot. For those interested, the X-rated version will be online on PornHub. “I simply wanted to capture a moment of honest intimacy that humanised Sean and whilst provocative, while still playful,” says the director.
Following the debut film with Ford, there will be additional films released, which promise to stick to the same format, only with new characters. Whatever you’re into, Lambert hopes viewers take one thing away from the films: “To feel cosy, to smile, to laugh... or to cum.”