The 2022 Icons Campaign: A new level of iconic

It is our absolute pleasure to launch the 2022 Icons Campaign, in an exclusive collaboration with internationally renowned Supermodel Helena Christensen, Claire Rothstein, Ruby Hammer MBE, Bay Garnett, Samantha Hillerby and Sabrina Gayle.

The inimitable Helena Christensen is reprising her role as the face of our Icons collection for another year. Last year’s campaign delved into the feminist concept of The Ultimate Female Gaze, with Helena taking control; of her image, of the art direction - everything about the way she was viewed was up to her and it was an inspiring experience. 

Following on from the success of last year, this next campaign evolves the concept of the female gaze and considers how a collective of iconic women can create a new perspective.

This campaign brings the female gaze to a new level of iconic as a result of the collective success within this team, with a sense of complete empowerment as the cynosure of the campaign.

The Team:

The Face: Helena Christensen

The Photographer: Claire Rothstein

The Stylist: Bay Garnett

The Make Up Artist: Ruby Hammer MBE

The Hair Stylist: Samantha Hillerby

The Manicurist: Sabrina Gayle

The pieces in the 2022 Icons Collection push, pull and entice. Featuring four ranges, incorporating a new design (Hera), a number of updated styles from our archive and an expanded, more inclusive size range. The new Icons Collection consists of a series of timeless, elegant pieces that exude power, glamour and sensuality, a divine blend of Helena’s style. Celebrating female pleasure remains at the heart of our philosophy and is reflected in each piece, crafted for, and inspired by, the modern woman.

Choose from four Icons; Seraphine, Athena, Hera and Sylph; an all-black collection of refined silhouettes in luxurious and opulent textiles, ranging from silk slips, robes and teddies, to daring two-piece sets with cut out detailing. Embrace a sleek silhouette with the Athena bodysuit, or showcase the female form with a sensational set from the new Hera designs.


Explore the 2022 Icons Collection.