Under the helm of its new creative director Julia Haart, luxury lingerie brand La Perla brings the heat for its spring-summer 2017 campaign. Only this time with a message that runs much deeper than simply selling lingerie. That of the liberation of every woman from the need to suffer for beauty.

The Italian label taps Steven Klein to shoot the advertisements full of flame and shattered glass. Top models Kendall Jenner, Liu Wen and Isabeli Fontana star in the sultry images. The spring season spotlights La Perla’s new creative director Julia Haart’s vision for the brand and comprises macramè detail, lace embroidery and silk fabrics.

This campaign broadcasts a message that runs much deeper than simply selling lingerie: “the liberation of every woman from the need to suffer for beauty.”

To illustrate that, Haart tapped photographer Steven Klein to shoot influencers-slash-modern muses Kendall Jenner, Isabeli Fontana, and Liu Wen against a backdrop of empowering symbols, like shattered glass and a bra bursting into flames. The clothing, too, played a role, with a more relaxed approach intended to celebrate (verus constrict) the female form. With the addition of ready-to-wear and beachwear, you can see bi-stretch suit separates, silk shirt-collar silk dresses, and macrame-laced numbers. Scroll through to take a look at the La Perla liberation movement.