Follow us


Coco de Mer launches latest ‘Icons’ collection and campaign with Helena Christensen

Tom Bottomley
26 September 2022

Lingerie brand Coco de Mer has launched its latest ‘Icons’ collection with 90s supermodel Helena Christensen once again fronting the campaign, this time called ‘The Female Gaze Redefined’.

It follows last summer’s ‘The Female Gaze’ campaign, which saw Christensen take full control of her image, the pieces she wore and her shoot location.

This time, however, the campaign has been shot through the eyes of “a collective of iconic women in fashion”, including makeup artist Ruby Hammer, stylist Bay Garnett and photographer Claire Rothstein.

Coco de Mer Founder and CEO, Lucy Litwack, said: “Working with Helena for the Icons campaign has been such a joy. She is such a perfect embodiment of the Coco de Mer woman and the way she captured that essence in the previous campaign was amazing.

“We looked at ways to top the success of last year, and became so excited by the concept of a collective female gaze, to show another dimension of iconic through the potential we can create together. To have this team of women on board is such a privilege and speaks volumes about the united belief in the importance of catalysing the conversation around female pleasure, something that remains at the core of Coco de Mer.

“The Icons Collection as a whole brings something for everyone. But this year we have created Hera, a new design using a wonderfully delicate French Leaver's Lace - it looked sensational on Helena and I can't wait to see how our customers react to it as well, it really is so beautiful.”

Christensen commented: “I loved every part of the Icons campaign last year and am thrilled to collaborate with Lucy and Coco de Mer on another exciting concept and a wonderful team of inspiring women.

“Working on the previous campaign and having been a loyal Coco de Mer customer for years, I experienced how intrinsic the ethos is to the brand of truly championing female sensuality and inclusivity. By incorporating a fusion of different women and their unique visions, I hope we encourage women to celebrate their feminine power, and the phenomenal feeling you experience when wearing Coco de Mer.”

Free NewsletterVISIT