Amateur models are having censored sex for the Eckhaus Latta’s Spring 2017 campaign. The innovative label founded by creative duo Mike Eckhaus and Zoe Latta, has pushed the boundaries of advertising and delved into untrodden territory with their new campaign that features real people having very real sex. The photographs, shot by Korean photographer Heji Shin, are clean, beautiful and emotional – an authentic portrayal of sex that subtly protests the vulgarity of porn. Eckhaus commented, “For us it was really important to think of sex as something really natural and not something really fabricated, hyper-sexualised or taboo.”
The rogue idea was stumbled upon by the creative team at Eckhaus Latta after a discussion about the relationship between fashion advertising and sexuality, and the cliche ‘sex sells’. Photographer Shin explains how this then led to a desire to craft a sex-positive, body-positive, sexuality-positive message that also alluded to voyeurism and consumerism.
Launched in 2011, the New York and LA based brand is known for its avant-garde pieces. Their fashion shows are nothing short of a spectacle: the creative duo invite friends and artists are invited to present the collection, resulting in a diverse and enchanting performance void of the model mundanity that is too-often felt come fashion week. During one show the collection was unveiled to the tones of a children’s choir, and another show was focused on the demolition of a brick wall. As textile design graduates from the Rhode Island School of Design, the collections are experimental with significant influences from the world of contemporary art. The brand has also collaborated with the likes of Devonté Hynes aka Blood Orange, and big names such as Marc Jacobs and Camper.
The new collection offers tonal white pants and oversized knits – perfect for the European summer.
Have a look at the full campaign here.