Sam Roddick, founder of Coco De Mer, says the brand is “unashamedly about sex”. And indeed it has been since bringing designer lingerie and other erotic goods to Covent Garden over a decade ago. Plenty of brands and boutiques have since caught up to Roddick’s liberated way of thinking about lingerie but that hasn’t stopped Coco De Mer from doing what it does best: presenting sex and sexuality as a thing to be celebrated.

The latest campaign was shot with realism and rawness by Icelandic-born photographer Saga Sig. The usual suspects are here: riding crops, frame bras made modest (for want of a better term) by way of sequinned nipple tassels, suspender belts, ornate gold mirrors… But there’s also taxidermy beasts, animal masks and – in one shot – even the brand’s namesake: a giant coco de mer seed.

coco de mer saga sig campaign

Click the thumbnails for full pictures:
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign
Coco De Mer lingerie A/W '12 campaign

If there’s one thing Saga Sig and the whole campaign does particularly well though, it’s in making everything feel at ease. There’s no requirement for the models to act fierce or seriously sultry, no glossing over or airbrushing, no forced or awkward poses. The effect is more that these girls are playing an adult game of dress-ups and having a fun time doing it. If Coco De Mer’s view is that sex is about being yourself and being comfortable, then the vibe of their autumn / winter 2012 campaign lets that fact shine through.

View the full campaign by Saga Sig for Coco De Mer (coco-de-mer.com) by clicking on the thumbnails.

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