If sex sells, then these designers are rolling in it. Looking at you, Tom Ford.More
While Yves Saint Laurent's Pour Homme ads seem pretty tame by today's standards, posing nude for your own fragrance campaign was a bold move in 1971—one that kept these photos out of most French publications at the time. "It was just provocation on the part of Yves Saint Laurent," the designer's partner, Pierre Bergé, said in 1997. "The picture didn't specifically target the gay population, even though it resonated strongly among them."
By the early '90s, designers like Vivienne Westwood and Jean Paul Gaultier had already been dabbling in latex and bondage gear for decades, but it was Gianni Versace who really brought fetishistic fashions to the mainstream with his supermodel-studded "Miss S&M" collection. The hardware-heavy harnesses and cut-out bustiers immediately struck a chord; at a benefit not long after his runway show, Versace told The New York Times, "Last night, there were 200 socialites in bondage!"