Unedited photos

For the first time in our entire existence, we've put unretouched photos online. NOTHING. NADA. I really wanted to use Lightroom, but I just quickly brightened them (I think I'll probably crop them, but that's as far as it'll go).

This is a huge risk. Because you, like me, know that all our photos are retouched nowadays. We use filters to enhance. We brighten a little. We erase a bit here and there. But no one takes the risk of posting an unretouched photo.

So why do we choose not to retouch?

This is an approach we've had at heart for a while. But obviously, it's all or nothing. Because there, you see everything. Cellulite, small tummy, thighs, hips... But after all, we're all the same.

But will it sell? I ask myself this question regularly. Isn't showing the true reality, on the contrary, a huge risk? Indeed, in all magazines, women are retouched. We're no longer used to seeing a body, a real body.

I'm afraid of being told "your photos aren't hot," a rather crude term a male customer once used for an old collection. I admit I didn't understand that we were supposed to sell that kind of thing. For me, we sell a quality product. But I'm wrong. We sell an image of a woman in lingerie who must "be hot." That really upset me, and foolishly, I told myself that we would always have to Photoshop everything. And then an American lingerie brand decided to use models of all shapes without any retouching. Everyone talked about it, and for once, I found an advertising campaign that targeted me. Because yes, I have a belly and two hips.

After all, we are a small organic lingerie brand trying to make our way among the big industrial players in French lingerie. I don't think this approach will be widely followed; I just hope it won't be mocked.

I don't know if we're doing the right thing. We'll see.