LUDOVIC DE SAINT SERNIN REALIZING GEN Z’S WILDEST DREAMS
DENIZ AKKAYA
Ludovic de Saint Sernin’s (LDSS) Spring/Summer 2021 collection “E-Boys” is literally a love letter to TikTok and Gen Z!
Realizing that adapting to Gen Z’s shopping habits is the right strategy, brands naturally turn to TikTok for their inspiration. Celine and Dolce&Gabbana have also taken their inspiration heavily from TikTok for their AW21 collections.
With the “E-boy” collection designed around digitality, Saint Sernin continues to explore the themes of subculture with a darker and a sexier approach. It is almost impossible to not see the reflections of young TikTok users in LDSS’ E-Boy collection. It looks like Ludovic has spent his entire quarantine in FYP like all of us 🙂
At the center of the collection, which is a tribute to e-boys, is his boyfriend and muse, Ignacio Muñoz. Although the brand actually wanted have a wider web of network for its campaign, things did not go as they planned due to the Covid-19 pandemic. Therefore, with the help of hair stylist Louis Ghewy, the brand decided to transform Muñoz into six different archetypes. LDSS aimed to embody the E-Boy style with these 6 archetypes. The collection itself continues the brand’s unapologetic behavior towards provocative pieces.
So what’s behind Ludovic’s fascination with e-boys?
“I think it’s more about how we’ve been forced to entertain ourselves digitally and show who we are online. I think it’s really important to celebrate how we’ve been able to stay creative while at home, because it’s not just Instagram. It can also be Onlyfans. Even on Zoom you can be creative and wear a cute outfit. I have Tiktok but I haven’t been able to understand how to use it just yet. I watch it from a spectator point of view. I’m a good dancer, but not really in front of the world. So, I don’t engage in that so much. So this season is really more about finally going out after being inside and online so much,” he said in an interview with Paper Magazine.
In other words, his inspiration goes beyond TikTok to the hope that when we return to our old lives, young people will be able to express themselves freely in real life wearing his designs.
