Hold on to your straps, people! Nasty pigthe sex-and-street dating brand that’s been serving up S&M belts, sinfully skimpy straps and other subversive fetish-inspired fashion for 30 years is kicking off 2025 with a star-studded campaign so hot it’ll melt your vinyl.
The provocative yet polished photo series is a celebration of queer culture, self-expression and the kind of sex-positivity that makes pearl lovers hard to pin down. The wardrobe department went just as hard as 10 iconic queer New Yorkers dressed in some of the latest, greatest, and most extravagant Nasty Pig looks seen in decades.
Consider powerful images, candid interviews, and a rare glimpse into what it really means to be queer in the Big Apple today. The campaign was monitored by Nasty Pig’s art director and photographer, Sam Waxmanwhile Lil Internet (the genius behind Beyoncé’s “No Angel”) brings the visual to life with a video that gives voice and truth to photos that already speak volumes.
Equally worthy of fanfare is the distinguished talent, which includes legends of stage and screen Alan Cumming and Billy Porterlong-standing Papir magazine editor in chief Mickey Boardmana typical It girl in the city center Linux and freestyle musician-slash-model Yves Mathieu.
Pride Month is in full swing, and LGBTQIA+ icon Billy Porter reflects on his first celebration 35 years ago. “The first time it (Pride) was just on my mind, I was probably 19,” Porter, 54, told Us Weekly exclusively at iHeartRadio and P&G’s Can’t Cancel Pride Event. “I was brought to (…)
Each takes center stage in the campaign, as the show has room for all 10 stars to share their stories with the raw honesty that only comes from knowing you look damn good.
They deal with (very) personal experiences, the importance of owning your own identity and more – all with that unrelenting realness that Nasty Pig has espoused since they opened up shop around 1994. Today, it’s one of the most recognizable gay clothing brands on the market, worn by celebrities like for example Madonna and Frank Oceanto name just a few.
Of course, Porter, 55, is another apartment — and he’s quick to spill the tea: “There’s a sex-positive energy that comes with the founders and the brand,” he said. “Nasty Pig was the first brand that had all different types of people. This brand makes me feel sexy when I wear it – I felt seen.”
The same could be said for Cumming, 59, who gave new meaning to the word “cheeky” when he revealed his inner thoughts about his underwear: “It’s kind of funny that I’m wearing this comfy, comfy, cute fuzzy thing, but underneath it I’ve got a vinyl strap… you feel pretty and sexy, but it’s also comfortable and wearable. Over the years (Nasty Pig) has expanded beyond leather and vinyl.”
The Tony and Emmy-winning actor added: “I love the shoulder strap. Obviously, for support, but it looks sexy. It’s a bit subversive to wear a brace…I wear one every day of my life.”
For such cheeky pictures, David Lauterstein — CEO and co-founder, together with his wife Frederick Kearnean — was extremely modest in his response to the campaign: “We were very surprised by how many celebrities are actually fans of Nasty Pig,” he said in a press release.
After all, Nasty Pig is a way of life for many, and with this campaign, the label has started a dialogue between its customers as models and spokespeople, giving them a unique platform to speak to their steadfastly loyal fan base and directly connect with the LGBTQ+ community on a new level.
Indeed, as a brand that has mastered the art of staying relevant while staying true to the customer, Lauterstein is focusing on the future: “We’re already curating the next round of Nasty Pig customers, queer celebrities and cult allies. Stay with us. You haven’t seen anything yet.”
But you don’t have to wait to see Cumming and Porter in all their nasty, glittery fairy-tale glory. Featured are cumming pantless in a black vinyl jacket and bare ass Honcho Jockstrapand shirtless Porter tied in Fireman’s clip — a signature from 2003 to 2008 that got so hot the brand had to lock it in a vault, until now. Run, don’t walk, shop, or rather strap yourself into every must-have piece before it’s gone, gone, gone.
“Real Nasty Pigs of New York” is available online and has exploding exclusive content social mediaso get ready for your feeds to get a lot hotter.