The Concept
How female underwear is about women's needs and wishes
The male gaze had been a major sales driver in the women's underwear industry for decades. However, Gen Z and a new approach is here - women do not need to dress up for the liking of men, they prioritise comfort and support. Companies like Victoria's Secret is about to disappear or at least get to the back of the line, meanwhile SKIMS takes the lead with underwear made for women designed by women. Comfort, support and breaking down the beauty standard in the underwear industry.
Behind The Scenes
Our goal throughout the photoshoot was to create an environment where no-one feels judged or uncomfortable. The vibe created formed a space that enabled the models to feel empowered by their own body and makeup.
The Details
We paid attention to as many details as possible
Starting from the makeup to the shoot setup, poses, lighting and accessories, we carefully selected garments and makeup to use. We always made sure to ask what the models felt comfortable with and whether they found the idea uplifting. The whole project came together based on teamwork and constructive criticism.
The Outcome
The outcome of the photoshoot was women feeling comfortable in their own bodies and in front of each other, without carrying the weight of trying to be desirable for men.
The Campaign Shots
