French phenom Ludovic de Saint Sernin has solidified his status as one of fashion’s most compelling voices, celebrated for a signature aesthetic that boldly merges BDSM-inspired hardware with an almost ethereal sex appeal. Known for dressing an ‘It’ crowd that includes Kylie Jenner and Hunter Schafer, the designer has elevated subtle nudity and metal-accented leather into a refined sartorial language. Following a whirlwind year that included serving as a guest designer for Jean Paul Gaultier Couture, de Saint Sernin is now bringing his creative energy and uncompromising vision to the global stage through a major collaboration with Zara. This partnership is a significant moment, transferring his distinct, body-snatching silhouettes—think low-slung leather, sheer fabric, and chain mail—to a worldwide audience, turning his personal design dream into an accessible reality for millions.
The Signature Sultry Code: Leather, Grommets, and Desire
Since launching his eponymous label in 2017, Ludovic de Saint Sernin has defined a recognizable aesthetic rooted in a sophisticated interpretation of sex appeal and liberation. His garments are rarely simple; they are pieces of armor and expression, using texture and hardware to craft a powerful visual statement.
The designer’s signature codes—which are directly translated into his collection for Zara—include garments that feature low-slung silhouettes, leather straps, and accenting metal grommets. These elements are deployed to create an aesthetic steeped in BDSM undertones, but finished with a high-fashion polish that makes them wearable and highly coveted. His influences are often drawn from boundary-breaking artists like Robert Mapplethorpe, whose challenging, powerful imagery has directly inspired his collections. By focusing on sensual fabrics like leather, mesh, and fine knits, he creates pieces that highlight and snatch the body, offering a bold yet chic approach to self-expression that has quickly made him a favourite among Hollywood’s coolest actresses and musicians.
A Year of Milestones: From Gaultier to Global Reach
The collaboration with Zara is the capstone of a truly monumental year for Ludovic de Saint Sernin, underscoring his rising influence within the highest echelons of the fashion world. His involvement in the celebrated guest designer series for Jean Paul Gaultier Couture stands out as a pivotal moment.
The designer described the Gaultier experience—from the fittings and atelier work to the creative collaborators—as one of the “biggest privileges” of his existence, a period of magnificent creation. This couture experience provided the ultimate platform to showcase his technical skill and conceptual daring. The transition from the exclusivity of haute couture to the mass accessibility of a global retailer like Zara demonstrates a rare versatility and commercial acumen. The Zara collection—which includes pieces like a fitted leather jacket, low-rise waxed bootcut jeans, and a chain mail two-piece set—was seen as a “pinch me” moment, realizing his “dream” of reaching an audience worldwide with his distinct silhouettes.
The NYC Campaign: Bridging High Fashion and Global Street Style
To launch the collaboration, the campaign was conceived and shot in New York City, a location chosen specifically to mirror the global reach and democratic appeal of the Zara brand. The city itself became a thematic element, representing the accessibility of ambition and style.
The campaign, shot by acclaimed photographer Gordon von Steiner and starring models Amelia Gray and Alex Consani, utilized iconic New York backdrops. The designer recounted the surreal experience of closing down Wall Street to shoot the models strutting in his collection. New York was chosen because it “feels global the way Zara does—it’s for everyone who has a dream.” This setting effectively translated the sensual, high-fashion codes of his main label into a streetwise, universally aspirational narrative. The decision to include his mother on set further humanized the monumental achievement, allowing her to share in the realization of his long-held creative dream.
Personal Style Philosophy: Bold, Sexy, and Chic
Ludovic de Saint Sernin’s design philosophy is closely intertwined with his own approach to personal style, which he describes as a balance between timeless French chic and a more daring, bold approach to going out.
In his daily life, the designer favors a “chic, timeless, and comfortable” French aesthetic. However, when stepping out, his desire to “have fun, be bold and sexy” takes over. This sentiment—the wish to enjoy and experiment while one can—is injected into the Zara collection, which offers pieces that are both subtly elegant (like the fine knit tops) and overtly daring (the sheer dresses and leather minis). By offering this duality, the collaboration effectively captures the modern fashion consumer’s desire for versatility: the ability to maintain a foundation of classic chic while also having access to statement pieces that allow for bold, uninhibited self-expression.
