Designer makes people have real sex in new fashion ads
Eckhaus Latta‘s spring 2017 campaign has ignited serious controversy as designers Mike Eckhaus and Zoe Latta asked real people to have sex for their pictures.
The pictures, which leave little to the imagination, were meant to be a non-pornographic approach to sex, the designers insisted.
“We were thinking of how we were using sexuality, the relationship between fashion advertising and sexuality—and in very direct terms saying sex sells,” photographer Heji Shin said in an interview with W Magazine.
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Latta chimed in, “We weren’t covering people in oil—that’s actually their sweat, you know? 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.”
The hardest part, according to the designers, was getting people to participate. But once they did, the shoot came together in six months.
“[The participants] were all excited about it, and wanted to do it—and to do it in the context of the Eckhaus Latta ad campaigns. It was actually pretty real,” Shin told W. “Of course, sometimes you have to stage small things, like putting hair on another side. But, other things are very hard to stage—with guys, for example, you have to be quick.”
The photographs, however, make it hard to see the clothing being sold, and the website crashed on top of it all.
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