“Perhaps normies can help us, mere mortals, to connect more emotionally to the clothes,” writes Max Berlinger for, how did a “team of geeks” with “zero experience” in the fashion or retail industries go on to become the second fastest-growing retail company in the U.S. As nice as it is to think this is about big global brands discovering their warm fuzzy side in lockdown, it’s also a savvy shift to the mood of the moment. A more everyday, relatable reality is presented rather than fashion as fantasy. #Lingerie models professional#This is based Gucci and Burberry using their own design teams instead of professional models for pre-collections released in July – possibly because, with a pandemic, it’s more tricky to fly Gigi Hadid in for the day.īurberry’s images feature Massimo, an accessories designer, in a jumper on his doorstep in Hackney and Sabine, from the art direction department, wearing a smart suit in Ladbroke Grove. And has mooted the idea of the “no-del”. Brands including Eckhaus Latta and Marques’Almeida have consistently used “street casting” with nonprofessional models walking in their catwalk shows. Photograph: © Courtesy of BurberryĪnd, while those professional models won’t be out of a job quite yet, there has been a bit of a casting rethink in other parts of fashion, too. “It was just the way it should be and it made a lot of sense for that brand.” Like The Underargument, Savage x Fenty has been consistent with this diverse casting in their imagery – albeit using professional models rather than casting through submissions.īurberry’s spring/summer 2021 pre-collection. “I don’t think their approach was based on something commercial,” says Cissé. #Lingerie models plus#Cissé agrees that Savage x Fenty – launched by Rihanna in 2018, with a show that included plus size models, Joan Smalls and a nine-months-pregnant Slick Woods – has a genuinely “body positive” and diverse point of view. While it might be seen as a cynical ploy to sell bras in a post-#MeToo world, other brands are effecting change. In March, Agent Provocateur – a brand that has put a scantily clad Kylie Minogue on a gyrating bull and Kate Moss in a corset – switched to athletes with women such as the gold-medal-winning hurdler Queen Harrison in their campaign. There are signs that a more inclusive take on casting is perhaps finally developing in the world of lingerie. Photograph: Brian Ach/Getty Images for Savage X Fenty “I go from 28a to 38e, and I’m working on increasing the sizes of bottoms and bras for next year.” Submissions out of the size range will be included once Cissé has fully developed her range. “I started with 10 bra sizes and now I have more than 40,” says Cissé. The casting has helped develop The Underargument. “We have never met the people before, but we have never had a bad shoot.”Ĭissé says she now receives about 50 submissions a week, and shoots every four to six weeks. “Everyone looks different, but everyone looks amazing,” says the founder. They all do that while wearing Cissé’s designs. Naomi speaks out about abuse, Roisin gives her thoughts on gender roles, Mary and Lily discuss polyamory. While this could sound like marketing speak, the stories themselves are far from it. #Lingerie models full#Cissé says, for her, it’s about taking the conversation away from bodies, full stop and telling women “that you are more than just a body, and your story is valuable”. See everything from Eva Herzigová’s 1994 Hello Boys ad to the more recent Victoria’s Secret shows. This policy feels particularly radical for a lingerie brand, a fashion space typically focused around thin, white bodies, photographed in sexy poses for the male gaze.
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