Perhaps you’ve never heard of Eckhaus Latta before, but here’s guessing you’ll remember them now! A brand known for being avant-garde, inclusive in its ad campaigns and pegged to a gender-neutral audience, the new Eckhaus Latta ad campaign is perhaps the most subversive we’ve ever seen. It features real-life couples of all orientations engaged in real-life sexual acts while casually draped in the label’s latest fashions.
Paper magazine, who calls Eckhaus Latta — which is the brainchild of designers Mike Eckhaus and Zoe Latta — “*the* anti-fashion fashion darlings of our times,” notes that the new campaign was shot by Korean female photographer Heji Shin, who has shown her work in cities as wide-ranging as New York, Zurich and Berlin, where she currently calls home.
The images, included below, blur the line of pornography and high art without appearing sleazy, and the wide range of model subjects Eckhaus Latta uses works to normalize the diversity of sexual experience.
Last month, Vogue said about Eckhaus Latta’s fall 2017 ready-to-wear collection:
There was a plaintive optimism in the collection’s bright florals, and a hunkering-down vibe to the fuzzy knits, broad-shouldered blazers, and elements like the button-off padded blankets on miniskirts and sculptural forms protruding off the backs of several looks. A retreat into small comforts was suggested by the addition of felted or lace florals to the collection’s cropped parkas, and prints such as the one found on a white deadstock brocade, featuring tiny images of snapshots and seemingly random objects—totems of the familiar in an atmosphere of the disconcerting and strange.
Some of those fashions are carried through the brand’s previous SS17 collection, which includes colorful knits, light denim and prints.
Dazed has noted that designers Eckhaus and Latta stopped working after the November presidential election and restarted in January. The mag notes, “this wasn’t a peaceful world they envisioned but one of apathy; even of death.” We can’t help but assume the election — in which conservative and anti-queer values have seemingly overtaken America — has influenced the label’s latest ad campaign as well.