Coco de Mer campaign draws on sci-fi inspiration

By

Sandra Halliday

Published
Jul 16, 2018

Luxury lingerie and erotica brand Coco de Mer has launched its latest campaign which has been shot, as usual, by Rankin. And the company said its new creative imagery for AW18 “features an unusual step towards a more futuristic aesthetic.”

The brand has a long tradition of working with Rankin, co-founder of Dazed and Confused and known both for his celebrity portraits and fashion work. 

Of the new creative, he said: “Whenever we work with Coco de Mer, it always feels fresh, but this one had a cool, newtopia, sci-fi look and feel, which in the industry category is really unusual. This is definitely a Coco de Mer to remember.”

And he’s certainly not wrong there, given that sci-fi isn’t exactly a frequently-cited direction followed by lingerie brands. So what has the photographer and the brand conjured up? 

The set is “a surreal, futuristic layout of concrete, harsh lines and deep shadows - think the monolith in 2001 a Space Odyssey,” they said. But “in stark contrast, the underwear is an array of delicate outlines and sensual silhouettes inspired by nature, including gem-encrusted garments, floral designs and organic geometrical formations.” 

As a finishing touch, multi-coloured lights act as “a visual highlight throughout the film and stills, adding an ethereal element to the world and softening the leap from the harsh dystopia to the delicate garments.”

Coco de Mer CEO, Lucy Litwack said: “We were inspired by naturally formed structures and formations that look almost unearthly, that appear too delicate or spectacular to be real. We found a wealth of stimulus in terms of colour and fabrication for this collection.”