Icone Lingerie - “L’Appartement” - Fall/Winter 24

For the second drop of Icone Lingerie's collection, L'appartement, the mood shifts from the playful energy of the office to the calm of home life. After a long day, the girl retreats to her apartment, embracing a quiet, cozy atmosphere that feels almost too normal—nothing is romanticized. The simplicity of the setting, paired with the relaxed mood, creates an unexpected contrast for a lingerie brand. The campaign captures this understated, everyday intimacy, offering a fresh and authentic perspective on comfort and self-care.