6TH APRIL 2017
Models Have Real Sex In Fashion Ad!
BY J.S. VON DACRE
"I know nothing about sex, because I was always married." - Zsa Zsa Gabor
Fashion label Eckhaus Latta caused a sensational stir this week by launching an ad with models having sex. (Yes, you read that correctly–models having actual sex).
Designers Mike Eckhaus and Zoe Latta, the designers behind the brand, conceptualised the idea with photographer Heji Shin, who shot a controversial sex education textbook geared towards teenagers.
Speaking to W magazine, Shin said, “We were thinking of how we were using sexuality, the relationship between fashion advertising and sexuality—and in very direct terms saying sex sells.”
Eckhause described the epiphany as being a “sex-positive, body-positive, sexuality-positive” message that also touched upon voyeurism and consumerism. He explained, “For us, it was really important to think of sex as something really natural and not something fabricated, hyper-sexualized, or taboo.”
Latta elaborated further saying, "We’ve really wanted to play with the principles around advertising, but it had to be authentic and it had to be real people. If it was simulated, it would have really lost the whole intention behind the shoot."
Unsurprisingly, the biggest challenge was finding models who would consent to doing the “deed” on camera. They resorted to Craigslist and over the months, eventually accumulated a trickle of willing participants.
The models' private parts were pixelated, however, very little was left to the imagination. The final results were uploaded to their site, which crashed immediately due to the influx of sudden traffic. (Maybe everyone was just very interested to see their 2017 Spring collection?)
Their notion seems to be rooted in the theory that “sex sells’. Yet, does sex really sell when it comes to fashion in this case? Considering that no one is actually sure what the brand's garments look like (based on these images)? And is there even any fashion if the models, themselves, are more or less naked?
Or perhaps the cynics may see it as more of that other slogan: “There is no such thing as bad publicity”. Eckhaus Latta is not a well-known brand and this stunt could be seen as little more than a shrewd business move. For the first time ever, their ads have made their way into magazines and newspapers, and suddenly they have created real talking point around their label.
Luckily, taking your clothes off does not mean having to take your jewellery off. Check out some of our latest stock!