For Summer 2025, Ludovic de Saint Sernin swimwear relaunches with a new campaign shot by Stuart Winecoff on Fire Island – a place with deep personal and cultural resonance. This is where the brand’s very first campaign (an underwear shoot) took place, and for de Saint Sernin, Fire Island remains a source of inspiration. Known as a historic queer haven, itโs a location that speaks to the brandโs longstanding ties to queer New York – connections that were also celebrated in its collaboration with the Robert Mapplethorpe Foundation during New York Fashion Week Fall 2024.
This season introduces reworked versions of the Eyelet Brief and Thong, as well as a new Swim Short featuring signature grommet detailing. The location – the former home of Gil Neary, who helped shape the aesthetic of Fire Island Pines – adds intimacy and meaning. The result is a visual narrative of sensuality, freedom, and pride.
In keeping with that spirit, the swimwear will be sold exclusively at a summer-long pop-up at the Fire Island Pines Visitors Center, hosted by the Queer Culture Arts Foundation (QCAF), a nonprofit celebrating and preserving queer art and culture. Alongside LdSS, the space will showcase curated works by pioneering queer creatives. The swimwear line will also be available online, exclusive at ludovicdesaintsernin.com.
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Ludovic de Saint Sernin Swimwear Campaign
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London College of Fashion alumna (PGCert Fashion Buying & Merchandising). 15 years in fashion across styling, buying & merchandising, trend forecasting, e-commerce, and marketing. Includes roles at Vivienne Westwood and multi-brand retail stocking 50+ brands including Adidas, Nike, and Puma.
