photo shoot

Behind every great photo shoot is an excellent stylist.

July 7, 2010

Everything must be worn just so. You need to combine the right look with the right clothes, and the right clothes with the right acces­sories. This time we got help from stylist Ingela Klemetz. Here are some of the acces­sories used for the shoot. Now you know what kind of acces­sories to look for to […]

Read the full article →

Preparing the photo shoot

July 5, 2010

We only had one day to take all the photos with our collections and products. The underwear is of course always present; both the Fun and Sports collections. There are lots of people involved. 10 models, photog­rapher and his crew, stylist and make up-artists … To create some order in the chaos that was about […]

Read the full article →

Photo shoot for spring/summer 2011: the models

July 2, 2010

We’ve done a photo shoot for the spring/summer 2011 collection. This time, we chose to do it in Stockholm. The result is so awesome that we cannot wait until we start using the images. But until then, we can give you a sneak peak on what happened behind the scenes. So in a series of […]

Read the full article →

Shooting in Paris — the movie.

May 24, 2010

Hey guys, remember the series of photo posts we did from behind the scenes of the Paris Shoot for the fall/winter collection? Now we have a movie where you can check out the colourful underwear in motion. Don’t miss the all new womens collection with neat bras and matching undies.

Read the full article →

Shooting in Paris, pt 9 — the result.

April 30, 2010

Just to give you a hunch of what the next campaign will look like. The final results you get to see on outdoor bill­boards and magazine spreads as well as in our stores during autumn 2010.

Read the full article →

Shooting in Paris, pt 8 — the shoot.

April 29, 2010

The actual shoot

Read the full article →

Shooting in Paris, pt 7 — modeling and waiting.

April 28, 2010

One might think that modelling is all glamour, but there are also long hours of waiting.

Read the full article →

Shooting in Paris, pt 6 — the photographer.

April 27, 2010

Please let us introduce photog­rapher Angelo Pennetta. Angelo has previously worked for magazines such as Vogue Nippon, Russian Vogue and Katie Grand’s fabulous magazine Love. However, Angelo doesn’t like to be in front of the camera, and managed to dodge all our tries to get a photo of him, so instead you’ll get pictures of […]

Read the full article →

Shooting in Paris, pt 5 — old school photography.

April 26, 2010

The photog­rapher and his team of two assistants brought tons of camera equipment The whole campaign is shot on film – not digitally as is more common these days.

Read the full article →

Shooting in Paris, pt 4 — the studio.

April 23, 2010

The beautiful studio when the team just arrived Vibrant backdrops Like any photo studio, this one needed prepa­ration. The photog­raphers assistants are putting one of the backdrops in place.

Read the full article →

← Previous Entries