Emerging brand Dora Larsen has ditched photoshop this season, showcasing unedited photos of models sporting its colourful lingerie range in its latest campaign.
The move is part of founder Georgia Larsen’s bid to make a greater push for transparency in the industry.
“Consumers want to trust a brand and rely on it to be fully transparent. Just as we are with our general ethics and production, we also felt it was important to show transparency within our photoshoots,” Larsen told Lingerie Insight.
The entrepreneur, a former lingerie buyer at Topshop, who set up her business in June 2016, said she was becoming exhausted of seeing models appear in shoots with “plastic looking skin”.
“We photoshopped our models a bit in the past, maybe due to feeling the pressure of industry standards,” Larsen admitted. “But as we’ve grown, we’ve developed more confidence in who we are as a brand and what we stand for,” she explained.
“Customers are also savvier these days; they are much more aware of how businesses market themselves, and due to the rise of social media (and therefore more industry competition) they expect more from a brand. They want to feel a personal connection with it, and feel that their moral beliefs are also reflected within the brand.”