Eckhaus Latta’s Spring 2017 Campaign Features Real Couples Having Sex

Eckhaus Latta definitely wins the award for most provocative spring 2017 fashion campaign: Shot by Korean photographer Heji Shin, the ads feature real couples having sex, half dressed in the brand’s clothes. While all eight of the couples featured in the spread are relatively young, its lineup of models is diverse—and so are the sex acts. Shin has collaborated with fashion brands and focused on sexuality in her previous work, so it’s likely that the shoot was a collaboration between Eckhaus Latta and the Berlin- and New York–based photographer.

As Paper magazine points out, the photos feel more intimate than pornographic. Close cropping, warm lighting, and the fact that the couples seem to be completely lost in the moment help contribute to the respectful, personal, and mad-sultry feel of the campaign. The images, while still deeply NSFW, are also strategically blurred.

RISD grads Mike Eckhaus and Zoe Latta started the avant-garde, gender-fluid label, which operates out of New York and Los Angeles, in 2012. Over the past several years, thanks to envelope-pushing moves like this new campaign and an ability to strike a balance between weird and wearable with their designs, the line has developed a cult following among fashion fans and cool kids like Lena Dunham’s sister Grace Dunham, shoe designer Mari Guidicelli, and actress India Menuez.

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See the entire campaign here.