“Love, Sex and Freedom”: Ludovic de Saint Sernin’s New Swimwear Line

Available in : Vietnamese

September 8.2021


Ludovic de Saint Sernin understands how to honor bodies. Since 2018, he has made a name for himself with his sexy fashion and “genderless” wardrobe, which combines French chic with sexy design. Although the label has become synonymous with a type of male glamour rarely celebrated in mainstream fashion, one that speaks to the queer cultural landscape, De Saint Sernin insists that he makes clothes for everyone. “I always say that LdSS is a celebration of love, sex, and freedom and I feel like these values are universal and can apply to anyone.








Since then, the Paris-based designer has cultivated an unrestrained yet elegant force of sensuality in his garments, attracting a cult-like following of industry insiders, fashion fans, and celebrities alike. De Saint Sernin’s creations proudly celebrate skin, sex, and self-confidence, from his internet-breaking A/W19 Swarovski crystal “million-dollar eyelet briefs” to the label’s steamy ‘Wet’n’Wild’ S/S20 show, which saw one model wear nothing but a towel around his waist down the runway.







He recently debuted a new swimwear collection, his first for women, revisiting his iconic eyelet brief. After months of lockdowns, this summer’s style is all about freedom.  “Spring/Summer collections are where I feel the most inspired so it only made sense for me to explore swimwear early on while developing the brand,” said the designer.








The LdSS bikinis are named after sun-drenched destinations the designer has either visited or would like to visit, such as Fire Island, Mykonos, Marrakech, Lanzarote, Tulum, Positano, and Sedona in Arizona, where the collection’s ethereal campaign starring model Nyaueth Riam was shot.  “When I design the first thing that I think about is the body and how I am going to dress or undress it“. The whole secret to a perfect LdSS look is that balance between what you choose to show or not show.”

Scroll down to see more of these stunning Ludovic de Saint Sernin’s bikinis






























Available in : Vietnamese

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Bliss Saigon is an online magazine dedicated to the Art of living in Ho Chi Minh City and Asia. The magazine present a unique editorial approach based on experts and influencers contributions, written with optimism, humor and accessibility, offering an interactive and ludic reading on lifestyle topics with sharp selections for unique insights.