Belgian designer launches collection in collaboration with Pornhub: “Sex is part of life”

Kim Kardashian, Dua Lipa, Rihanna and Hailey Bieber wear his creations, the fashion magazines can’t stop talking about his collections, and now the Belgian designer Ludovic de Saint Sernin (31) is also collaborating with the largest porn website in the world. “Sex is just a part of life.”

Nina Bernaerts

His creations generally have little to do with it. Literal. Lots of rips, sheer fabrics and here and there a lace to keep everything together. Erotic and a bit shocking, those are the designs of Ludovic de Saint Sernin. A partnership with Pornhub – the largest porn channel in the world – therefore comes as no complete surprise.

With De Saint Sernin, the porn giant is not in the least strict for its capsule collection. The designer was born in Brussels, but has moved to Paris since he was 7 years old. After two years of warming up at fashion house Balmain, he started his own brand LdSS in 2017. Meanwhile, international stars like Kim Kardashian, Dua Lipa and Rihanna are fans, and the fashion weeks are rushed for his shows. According to the designer, this is all thanks to a pair of underpants from his first collection, not much more than a few pieces of fabric that hang together with a rope. At the time, it was a no-brainer that ensured that he was nominated for the prestigious LVHM prize for young designers. “Jean Paul Gaultier has his iconic point bra, I have my lace-up panties,” said Ludovic de Saint Sernin.

The spicy style of LdSS was originally only for men, but now it is also aimed at women. His collections are gender fluid. “He has found a style that works and is being picked up internationally,” says stylist Linda Van Waesberge. “His clothes fit both men and women. The models he uses are very beautiful androgynous people. He knows how to capture the zeitgeist perfectly. It’s all very sexy too, but without being vulgar. Ludovic himself also has a certain look and an endearing personality. His story is true.”

Bella Hadid in LdSS

Bella Hadid in LdSS © ISOPIX

© ISOPIX

The Pornhub and LdSS capsule collection – including a hoodie, a T-shirt and a bikini with the porn giant’s logo on it – has been available online since last weekend. “The idea behind the collection is that sexuality is part of everyone’s life,” De Saint Sernin said in an interview with French fashion magazine. Numero† “We live in a time where that is also very visible. But at the same time, we are becoming more prudish and more censored. I want to go against that. Not to provoke, but to break taboos.”

Kim Kardashian wearing LdSS trousers and a faux leather top like Christina Aguilera wore at the turn of the century.  The look is called Y2K trashy chic

Kim Kardashian wearing LdSS trousers and a faux leather top like Christina Aguilera wore at the turn of the century. The look is called Y2K trashy chic © Instagram Kim Kardashian

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