As evidenced by everything from his deconstructed takes on Oxford shirts to his mismatched geometric heels, Simon Porte Jacquemus plays by his own rules. This time, however, the Parisian designer is extending that rebellious spirit to his advertising as well. For Fall 2017, Jacquemus' print ad is bolder than ever: it features two naked lovers embraced in a kiss beneath a umbrella aside the sea with none of the designer's characteristically quirky clothes or accessories.

Instead, Jacquemus is putting love front a center, a message that is especially timely given today's political climate. The designer is calling the ad a "timeless image of two people kissing," per WWD. Captured by photographer David Luraschi, the ad is set on the French Mediterranean in the Camargue. While there are none of the Pablo Picasso and surrealist-inspired hats that dotted the runway for Fall 2017 or the voluminous suiting they were paired with, the ad is a continuation of the collection's theme. "It was about this Parisian girl who wears couture who falls in love with a gypsy in the south of France," the designer told Vogue. She tries to be like a gypsy, but she cannot—she is too couture!"

The fall 2017 ad also happens to follow an ever-growing lineage of NSFW fashion ads, that, more recently, included one by Eckhaus Latta which depicted models having real, pixel-censored sex in front of the camera. "We were thinking of how we were using sexuality, the relationship between fashion advertising and sexuality—and in very direct terms saying sex sells," photographer photographer Heji Shin told W of the Spring 2017 campaign. "That led to a “sex-positive, body-positive, sexuality-positive." Of course, Shin and Jacquemus aren't the first to do so; Back in 1971, Yves Saint Laurent himself posed nude for the first campaign behind his Pour Homme label, similarly without featuring any items from the line. Outside of other campaign trailblazers like YSL and, later, Calvin Klein, naked ads have also appeared at the hands of American Apparel, Alexander Wang, and, possibly most famously, Tom Ford's 2007 Terry Richardson-helmed men's fragrance ad. Jacquemus' use of naked imagery though is notably less agressively sexual than it is subtle and romantic. As the designer wrote on Instagram, "NO CLOTHES, NO SHOES, JUST LOVE."

Related: Claire Courtin-Clarins's Jacquemus Wedding Tunic is Quite a Fashion-Forward Gown Alternative

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