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Ludovic de Saint Sernin makes a splash for a very good cause

Proceeds from the brand’s new swimwear line will go towards supporting LGBTQ causes and the Black Lives Matter movement

By Joseph Kocharian

There is no doubt about it, Ludovic de Saint Sernin have come up top trunks with their new swimwear campaign.

Not only is the collection super-hot – all the fire emojis, please – but proceeds from sales will go towards supporting LGBTQ causes and the Black Lives Matter movement.

The fashion label is unabashedly queer and earlier this year it got into position with a ‘top,’ ‘bottom’ and ‘vers’-themed homeware and jewellery line.

Now Ludovic de Saint Sernin are diving into unchartered waters with a swimwear range, featuring their signature peek-a-boo eyelets.

Each of the handcrafted pieces appear in a ‘colourway’ inspired by the Paris-based designer’s favourite gay destinations, including Fire Island, Mykonos, Ibiza, Palm Springs, Capri and Cote d’Azur.

The wet-and-wild campaign stars model Nicholas Wright and was shot on Fire Island by photographer Thomas Giddings, a friend of Ludovic’s.

“I first went there a few years ago and immediately fell in love with its beauty and history,” Ludovic says.

“Fire Island means so much to the gay community as it became a safe haven for queer people from the 60s until today,” he adds.

Ten percent of the profits will go to Le Refuge, an organisation that helps LGBTQIA+ people in France who have been rejected and driven away from their family home because they are homosexual, transgender or questioning their identity.

Another 10 per cent is being donated to G.L.I.T.S (Gays and Lesbians Living in a Transgender Society), a grassroots platform dedicated to supporting our brothers and sisters, and everybody in between, that has been turning up the volume during the Black Lives Matter protests.