Trans fashion brand emulates Calvin Klein’s famous 90s ads
The print campaign is based on Herb Ritts’s iconic photos for the fashion brand that featured Kate Moss and Mark Wahlberg.
WongDoody’s ad campaign for Both& apparel / Wong Doody
Trans masc fashion label Both& Apparel has taken some serious inspiration from the 1990s in its latest marketing push by WongDoody. In a series of black and white images, three trans men pose both topless and in stark white tees.
It was shot by Lydia Garnett, a non-binary photographer based in London who has worked for brands including Nike, Stonewall and England’s Lionesses.
Finn Shepard, founder and chief exec at Both& Apparel, said: “Sure, we could have talked about all the fit details that go into making clothes which fit trans bodies – but WongDoody’s take was that you know your jeans fit when you put them on and you feel 100. Daniel Sea, Lydia Garnett and our models took that idea and ran with it, creating this incredible, sexy celebration of hot-as-hell trans masc bodies.”
The ads will feature on high-profile sites in New York, London and Paris until March 31, which also happens to be Trans Day of Visibility.
Grace Francis, global chief creative and design officer at WongDoody, added: “We wanted to let the world know that Finn and Both& are doing the Lord’s work, and what better way than by paying homage to an iconic aesthetic with a cast of sexy trans masc men. It’s even more special that we get to do this on an internationally recognized holiday, and let the trans community know that we don’t just see you, we love you (and we also think you look hot).”
Credits
Client
Brand: Both& Apparel
Founder and chief executive officer: Finn Shephard
Creative
Agency: WongDoody
Global chief creative and design officer: Grace Francis
Executive creative director: Jamie Mancini
Head of strategy: Kim Abbott
Senior producer: Amy Wise
Head of design: Valentina Proietti
Art director: Tom Benford
Production assistant: Harry Butler
Talent & Stakeholders
Executive creative director: Daniel Sea
Photographer: Lydia Garnett
Models: Tai Hattingh, Arthur Macnair & Ethan Denadai
Videographer: Karolina Papp
Photography assistant: Jody Evans
Stylist: Honor Barber
Make-up: Chie Fujimoto
Hair: Zara Toppin
Studio producer: Sandra Ebert
Media planning/buying
Giant Posters (NY), Pop Art (London), Paper Trails Europe (Paris)