Secrets of filming sexy models: how the Victoria's Secret competitor works

Victoria's Secret dominates the women's underwear market. However, the Adore Me online store is already trying to move it off its pedestal. "We're going to break Victoria's Secret," says Sharon Klapka, director of Adore Me. “They are slow, they are expensive, they make women feel inferior. It's time for someone to make a revolution, and we will do it." Well, let's see how the Adore Me lingerie catalogs are being prepared.

(Total 19 photos)

Source: businessinsider.com

1. Photographing took place in an unusual room in New York.

2. Adore Me experiments a lot to make sure the ads resonate with buyers.

3. Donna Fumoso is in charge of hair and makeup.

4. This is what her makeup desk looks like...

5. ...and hair products.

6. Models Vanessa Fonseca do their hair before the photo shoot.

7. The company is sure that blondes do not sell lingerie as well as brunettes.

8. This is what Brazilian model Simona Villas Boas looks like in real life - no retouching!

9. Adore Me is looking for models who would look like people "you want to be friends with."

10. Chloe Chanude, Vice President of Marketing, checks the resulting photos.

11. Chanude says Adore Me looks to YouTube for inspiration for TV commercials. "Instead of watching what other brands are doing on TV, we're more interested in what's happening on Instagram and YouTube."

12. 75% of Adore Me's customer base is millennials.

13. The brand describes itself as "fast fashion" but for lingerie. The company is exclusively engaged in online trading.

14. Adore Me launches a new collection every month at an affordable price of $39.95 per set.

15. The brand uses the services of its own designers.

16. Adore Me sells sizes from 30AA to 44G, i.e. for any woman. Comprehensiveness is very important for a company. "If you're too small or plus size, why should you feel inferior?"

17. This model, for example, before filming eats a lot of fish and does not drink alcohol.

18. Straight punch Victoria's Secret? Looks like former Victoria's Secret designer Helen Mears has moved to Adore Me.

19. The company is on the rise, its revenues are increasing: in 2012 it earned $ 1.1 million, by 2013 - already 5.6 million, in 2014 - 16.2 million.