How a former balmain intern launched paris’s hottest new label

by MR Magazine Staff

If there was a single piece from last season’s menswear shows that captured the fashion industry’s imagination, it was Ludovic de Saint Sernin’s fresh-out-the-shower towel-look. Inspired by the concept of ‘wet’n’wild’, Ludovic sent models, male and female, down the runway on the roof of the Centre Pompidou in various states of undress — some wearing wet, see-through silk organza, others in open shirts and shorts — climaxing with one who sported nothing but a small towel around his waist. “I wanted to have a guy walk down the runway in a towel, but I didn’t want it to be as simple as that, like another brand might do,” Ludovic says down the phone from his studio in Paris. “So, we decided to turn it into a beautiful knitwear piece, beautifully crafted. It actually feels like a sweater, it’s very, very soft merino wool. No sooner had the piece left the runway and hit Instagram, many of the label’s devotees begun posting images of themselves in nothing but a towel. Read more at i-D.