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Ludovic de Saint Sernin: ‘My Queer Community Saved My Business’

How the small but growing fashion label Ludovic de Saint Sernin, powered by its designer’s own sexual awakening and once-taboo gay imagery, survived the pandemic with a little help from its Instagram community.
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Images from @ludovicdesaintserninX, Paris-based designer Ludovic de Saint Sernin's private Instagram account, known for its once-taboo gay imagery and popular challenges. Ludovic de Saint Sernin.
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For Paris-based designer Ludovic de Saint Sernin, known for his racy, gender-fluid looks, the last year has been a rollercoaster. The pandemic posed a serious threat to his business. But a sex-positive Instagram community built on queer imagery and a series of popular challenges that de Saint Sernin cultivated after his own sexual awakening helped keep the label on track.

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About the author
Robert Cordero

Robert Cordero is a contributing writer at The Business of Fashion. He is a New York–based editor and advisor working at the nexus of fashion, sports and culture.

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