Untitled

New York lingerie label The Lake & Stars played off the idea of the hunter and the hunted for their S/S 10
collection. Designers Nikki Dekker and Maayan Zilberman headed to Upstate New York with photographer Tom
Hines in tow to shoot their spring campaign, which features red-headed beauty Nell Rebowe vs. man and vs.
nature wearing the season!s cut-out bras and racy rompers.
The panty purveyors at Princesse Tam-Tam chose photographer Jan Welters to shoot their S/S 10 collection.
Starring Dutch model Marloes Horst, the “Divine Comedy” lingerie shoot features a playful mix of lace culottes
and bandeau bras, which were sparingly styled by Nathalie Marchal and shot in Cape Town, South Africa.
Calvin Klein chose Twilight vamp Kellan Lutz, True Blood stud Mehcad Brooks, Spanish tennis player
Fernando Verdasco and Japanese footballer Hidetoshi Nakata for its “Mark Your Spot” campaign for its
contemporary X line of cotton modal and microfiber underwear. Creative director Trey Laird of Laird+Partners
developed print ads (photographed by Mikael Jansson) and expletive-ridden TV spots.
Marlies Dekkers! insanely sexy halter/harness bras have made the Dutch designer a staple in every celebrity
boudoir. This spring, Carin Verbruggen shot the Siren, Ariadne and Cartland sets of the Legends and Myths
collection in a gritty industrial locale that juxtaposed the naughty nature of Dekkers! luxurious wares.
British shutterbugs Sean and Seng make a repeat performance this spring with Vivienne Westwood!s intimates
and accessories campaign. Known for her human-rights activism, Westwood takes a political stand on a
controversial murder trial from 1977, titling the campaign “Leonard Peltier is Innocent”. Although the connection
is obscure, Sean and Seng!s rich imagery highlights the designer!s plucky drawers on models Jake F., Tommy B.
and Kyle Marriott.
Chantal Thomass! spring collection of coquettish intimates draws inspiration from 50s pin-ups, sherbet-filled
cones and Jazz Age glamour. Photographers Luciana Val & Franco Musso brilliantly captured British muse
Louise Donegan in the season!s bowtie briefs, balconnet bras and intricate garters for the brand!s pristine ad
campaign.
Diesel!s intimates and swimwear advertisements amusingly coincided with the Italian brand!s “Be Stupid”
campaign for S/S 10. Developed by the U.K.!s anti-ad agency Anomaly, and launched under the label!s new
artistic director Bruno Collins, Diesel!s quirky ads turned logic on its head by featuring scantily clad models in
daredevil situations photographed by Jason Nocito.
British designer Stella McCartney applies the same stylish, eco-friendly ethos of her ready-to-wear collections to
her feminine lingerie sets. For spring, the Beatles scion tapped Tiny Vices founder Tim Barber to photograph
Dutch stunner Kim Noorda in a tranquil, yet enticing countryside campaign.
Björn Borg has provided family-friendly briefs in bold colors and playful prints to comfort-conscious Swedes since
1984. This spring, Aitken Jolly photographed the brand!s skin-baring campaign with Luke Worrall and Ossian
Jungergård surrounded by a bevy of blondes including Dutch newcomer Valerie Van Der Graaf.
Founded in Montreal, Canada, Blush uses luxurious materials to create affordable and stylish lingerie. The brand
selected Russian beauty Olga Malyuk to model the collection of prim plaid sets and embroidered bodysuits for
spring!s rosy ad campaign.
Former Miss Turkey winner and actress Tugce Kazaz is the latest spokesperson for Turkish swimwear and
lingerie label Sunset. Photographer Senol Altun chose an intimate boudoir setting where Kazaz transitions from
bed to bath, exposing a playful innocence and sexually charged prowess clothed in the season!s romp-ready
underpinnings.