Kiki de Montparnasse is giving the man buying the lingerie a starring role.
Nearly 50 percent of the luxury lingerie and pleasure brand’s direct-to-consumer purchases are made by men. Rather than leave that customer insight in an analytics deck, Kiki turned it into Mr. Kiki, an attentive new male archetype arriving Thursday, ahead of Father’s Day, alongside Rituals, its new sexual wellness category.
Mr. Kiki makes his debut in “The Art of Devotion,” the first installment in an ongoing cinematic series produced by Post House and directed by its cofounder, Emmy Award-winning filmmaker Geno McDermott. Walter Savage, who also cofounded the Hamptons fitness and lifestyle company, plays the title character.
There is no grand seduction scene. Savage showers, washes the dishes in black gloves, takes out the trash and heads out for flowers and lingerie. Back at home, he lays out his purchases, lights a massage oil candle and draws a bath before his partner returns. The fantasy, in other words, is a man who notices what needs to be done and does it.
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“Mr. Kiki represents a new expression of intimacy, attention, and modern partnership within the world of Kiki de Montparnasse,” global president Alexa Cahill said in a statement. “With nearly half of our DTC clientele being male, the introduction of the archetype felt like a natural evolution of the brand universe. We wanted to tell that story through a cinematic and emotionally intelligent lens that felt sensual, aspirational, and rooted in ritual and desire.”
Mr. Kiki is also Kiki’s polished answer to the “green flag” partner, trading performative masculinity for attention, emotional intelligence and acts of service. In this world, domestic labor sits comfortably alongside silk lingerie, sculptural pleasure objects and a carefully prepared home.
Rituals gives that world a retail component. The new DTC category spans signature lingerie and ready-to-wear, cuffs, blindfolds, collars, massage oil candles and collectible intimacy accessories. Rather than separating sexual wellness from the rest of the wardrobe or home, Kiki presents the assortment as part of the atmosphere around modern connection.
The launch continues the company’s expansion beyond traditional lingerie. After introducing bridal, Kiki debuted its first swimwear collection in 2025, applying its lingerie-informed fit and sensual design language to bikinis, one-pieces and cover-ups.
“The Art of Devotion” and Rituals launch June 18 on Kikidm.com. Additional films will roll out over the coming months across the brand’s website, Instagram, TikTok and ShopMy.
