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Trans fashion brand emulates Calvin Klein’s famous 90s ads

Author

By Amy Houston | Senior Reporter

March 29, 2023 | 3 min read

The print campaign is based on Herb Ritts’s iconic photos for the fashion brand that featured Kate Moss and Mark Wahlberg.

Both& Apparel04

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).”

Both& Apparel05
Both& Apparel05

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)

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