Lingerie shoots, considered one of the most demanding genres of fashion photography, came to life this time in an unexpected setting: a hayloft.
A lingerie show in the hayloft
Sensational poses from the beautiful model Bar Refaeli! Stepping in front of the camera for famous lingerie maker Agent Provocateur, Bar Refaeli showcased the sexy lingerie collection with her breathtaking figure.
How are lingerie shoots staged?
A campaign for a lingerie brand has to show the product’s fabric, lace and cut clearly. But it also has to tell the brand’s story. That is why lingerie shoots often take place not in a plain studio but in locations with a strong atmosphere. A rural setting with natural textures, such as a hayloft, lets the light fall softly. It also creates an unexpected contrast with luxury products.
The team on campaigns like this is a large one. It includes the photographer, lighting assistants, stylist, hair and make-up artists, set designer and the brand’s creative team. The model, meanwhile, is the one who shows through her poses how the product sits and moves. Lighting direction, colour correction suited to the skin tone and making the fabric details legible are among the technical elements that determine the quality of the shot. That is why well-staged lingerie shoots showcase the product while also presenting the model with a dignified, powerful presence.
You can find the history and types of lingerie in the lingerie entry on Wikipedia. And for a trade fair where new lingerie designs are showcased, take a look at our report on Linexpo.
The post-campaign process
The process that follows the campaign shoot is just as important as the shoot itself. The selected shots are prepared in different aspect ratios so they can be used in the brand’s catalogue, shop windows, digital ads and social media accounts. That is why the photographer works with both horizontal and vertical framing in mind during the shoot.
At the retouching stage, particular care is taken to keep the product’s colour true to life, because customers want to receive exactly the colour they saw in the store or online. Campaigns by luxury lingerie brands are among the most talked-about work in fashion photography. They stand out for their cinematic atmospheres, carefully chosen locations and powerful storytelling.
Reading campaigns as a reader
For readers, campaigns like these also offer clues as to which image of womanhood a brand puts forward. Some brands opt for a romantic, elegant language. Others embrace a bolder approach, and others a more natural, relaxed one.
When shopping for lingerie, however, the campaign image is not what really matters. What matters is that the product fits your body properly, that the fabric is comfortable and that it makes you feel good in everyday wear.
Image: An octagonal softbox flash on a stand in front of a green backdrop in an empty photo studio (representative image) — AlexandraUnger, Wikimedia Commons, CC BY-SA 4.0