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What Product Photography Types Does a Lingerie Brand Need: Binome case study
In this guide, we’ll show you the five key types of product photography every lingerie brand needs, how each serves your marketing strategy, and how we applied them in our real-life project with Binôme Lingerie - a French-inspired brand redefining everyday femininity.
August 16, 2025
Why Variety in Lingerie Photography Matters
Lingerie is an interesting product to work with because it is at the intersection of necessity and indulgence. You wear it daily, yet when it’s well designed, it quietly changes how you feel about yourself.
That’s what makes lingerie photography so unique and so tricky. You need to show the product from different perspectives: how it looks, how functional it is, and what feeling it gives. You can have the same product - let’s say a set of bra and thongs, but you need to approach photography differently for each platform:
That’s what makes lingerie photography so unique and so tricky. You need to show the product from different perspectives: how it looks, how functional it is, and what feeling it gives. You can have the same product - let’s say a set of bra and thongs, but you need to approach photography differently for each platform:
- Website, general pages: lifestyle and model photos to create atmosphere and emotion, show brand identity, and grab users’ attention with the brand story.
- Website catalog: model, flat lay, and ghost mannequin shots to show structure, texture, and fit.
- Marketplaces: a mix of model, flat lay, and ghost mannequin photography for clean, standardized presentation.
- Social media: lifestyle content and detail close-ups to evoke a personal, aspirational tone.
When brands rely on only one style, say, studio packshots with white backgrounds, they might look consistent, but they lose connection. People don’t relate to products in isolation. And in fashion e-commerce, photos are everything. Studies show that 75% of online shoppers say product photos directly influence what they buy
When we worked with Binôme, a boutique French-inspired lingerie label, our main goal was to produce various high-quality photos and videos in a short time on a budget, making a versatile library they could reuse across platforms for months. Since the brand’s main focus was social media, we prioritized lifestyle and flat lay imagery.
How to define your lingerie brand personality?
Before planning a shoot, it’s worth asking: what does your brand promise, and how do you want your customer to feel? A brand making cozy cotton sets will speak through comfort and calm. One designing structured lace pieces will lean into confidence and allure. The shooting type, setting, and model choice all depend on that first decision.
Binôme Lingerie lives between the two. The brand designs lace bras with subtle cup support, light mesh mixed with colorful lace in fuchsia, yellow, and blue. Romantic and feminine but wearable and comfortable for everyday use.
We took a deeper look at Binôme Lingerie brand identity to understand, who is the Binôme woman? She dresses for herself. She values elegance but also comfort. She doesn’t wait for a reason to feel beautiful. This way we could define the core brand philosophy: beautiful lingerie shouldn’t be saved for special occasions. It’s made for every day, bringing indulgence and confidence to ordinary moments. So we understood that Binôme needed visuals that captured this duality: softness and strength, intimacy and ease.
From there, we built the shooting plan: defining photo types, selecting natural settings, and developing a moodboard of daylight, simple gestures, and tactile fabrics.
Binôme Lingerie lives between the two. The brand designs lace bras with subtle cup support, light mesh mixed with colorful lace in fuchsia, yellow, and blue. Romantic and feminine but wearable and comfortable for everyday use.
We took a deeper look at Binôme Lingerie brand identity to understand, who is the Binôme woman? She dresses for herself. She values elegance but also comfort. She doesn’t wait for a reason to feel beautiful. This way we could define the core brand philosophy: beautiful lingerie shouldn’t be saved for special occasions. It’s made for every day, bringing indulgence and confidence to ordinary moments. So we understood that Binôme needed visuals that captured this duality: softness and strength, intimacy and ease.
From there, we built the shooting plan: defining photo types, selecting natural settings, and developing a moodboard of daylight, simple gestures, and tactile fabrics.
This is how revealing brand personality defined our photoshoot setting:
- Morning light. Binôme is designed for everyday wear, so we shot in soft daylight, the kind that feels like the start of a calm morning routine.
- Natural elegance. The Binôme woman is confident and well-groomed, but her beauty feels effortless. Hair and makeup stayed minimal to let her authenticity lead.
- Creative lifestyle. She’s curious, expressive, and enjoys beauty in her surroundings, so we added small art scenes to the brand video: painting, reading, moments of stillness.
- Simple environment. The lingerie itself is rich in texture - detailed lace, delicate mesh, precise finishes, so we chose a minimal interior to let the materials speak for themselves.
- Movement and posing. Natural, feminine, never forced. Soft gestures, relaxed poses on a bed or hammock, slow motion, sensual without being showy.
1
Model Photography for a lingerie brand
Type #1 of lingerie photography
Purpose: To show how the product fits, moves, and looks in real life.
Use for: Website visuals, lookbooks, campaigns, and social media.
For Binôme, we shot in natural daylight with soft styling and neutral makeup to keep the focus on the product. The model’s movements were natural — no forced posing, just subtle transitions that showed fabric, texture, and comfort.
Scenes we created:
- Morning setup: in bed, soft blue-and-white lace set, breakfast tray nearby. Calm, relaxed, and focused on everyday comfort.
- Evening setup: black-and-white set, a glass of champagne, warm window light. Confident and romantic, with slower gestures and minimal direction.
These two moods - morning ease and evening elegance - helped us show how Binôme fits into a woman’s daily rhythm and how the brand can perfectly fit different customer needs.
2
Flat Lay Lingerie Photography
Type #2 of lingerie photography
Purpose: To present the full product clearly while reflecting the brand’s tone and aesthetic.
Use for: Catalog pages, e-commerce listings, Pinterest, and media kits.
For Binôme, flat lays were designed as clean, styled compositions that show the full set: how the pieces relate, how the colors and textures work together. Each setup has a balanced layout, soft natural light, and a neutral background to keep focus on the lingerie.
We used subtle props to connect visuals with the brand’s identity:
- Red lace set styled with pearls and green leaves, romantic and bold.
- Yellow floral lace set placed over natural moss and roses, delicate and fresh.
These flat lays worked as bridge visuals between e-commerce and lifestyle: clean enough for catalogs, expressive enough for Pinterest and social media.
We produced 3–4 layouts per collection, ensuring variety without complicating production.
3
Detail Lingerie Close-up Photography
Type #3 of lingerie photography
Purpose: To highlight the craftsmanship, texture, and tactile quality of the product.
Use for: Instagram carousels, product highlights, and campaign materials.
Close-ups are where the product speaks for itself. They show what customers can’t feel through the screen - the lace structure, the stitching precision, the lightness of the fabric.
For Binôme, we used soft, diffused light and shallow focus to draw attention to material quality:
- Black lace against ivory mesh, showing transparency and pattern contrast.
- White band detail on a sketch background — emphasizing construction and fit.
- Red lace folded into neutral fabric, highlighting the richness of color and texture.
4
Lifestyle & Editorial Shots — Storytelling
Type #4 of lingerie photography
Purpose: To connect emotion with everyday reality and show how the brand fits into a woman’s life.
Use for: Campaigns, homepage banners, social media, and brand storytelling.
For Binôme, these shots built the atmosphere of the brand. We worked with soft sunlight, muted tones, and lived-in interiors with minimal styling. Text overlays and simple graphic elements were added later for campaign and social use, creating assets that looked both editorial and adaptable.
brand doula Tip
One well-planned lifestyle setup can provide 10-20 assets for ads, homepage banners, and Instagram reels when captured with multiple angles and lighting variations.
5
Ghost Mannequin and Marketplace Model Photography
Type #5 of lingerie photography
Purpose: To show the product’s true shape and fit clearly and consistently.
Use for: E-commerce stores and marketplaces.
These are the most technical but essential images in lingerie photography. They remove distractions and let the customer evaluate the construction, coverage, and proportions of each piece.
For Binôme, this stage was handled by the production team, but we defined the visual standards:
- 1–2 clean front and back shots per SKU
- Neutral background and even lighting
- No shadows or styling props
This clarity builds trust, especially on marketplaces where customers compare products visually. Even if your brand identity leans artistic, technical images like these help reduce returns and improve conversions.
brand doula Tip
Pair ghost mannequin shots with lifestyle or detail photos on each product page. This mix gives both clarity and emotion.
How many photos you need for lingerie brand marketing?
One well-planned photoshoot can cover most of your marketing for months, if it’s structured as a system and not a one-time campaign.
From a single full-day lingerie shoot, you can typically expect:
- 300–400 raw images from all sets and angles
- 30–50 edited selections ready for publishing
- Enough visuals for your website, lookbook, and 2–3 months of social media
For Binôme, we planned one full-day shoot around four complete sets, two lighting zones (natural daylight and soft studio), and both vertical and horizontal framing. This setup produced versatile visuals: model, flat lay, detail, and lifestyle.
We recommend planning two full content shoots at the start of your brand: one focused on product photography and one on lifestyle. After that, schedule a smaller shoot every 2–3 months to keep visuals fresh and relevant.
How much does lingerie photography cost?
At Brand Doula, we offer tailored packages for this kind of photography and video production:
Combining photo and video in one session not only saves time and cost but gives your brand cohesive, multi-purpose assets that can be reused across web, email, and social.
- Product Photography - from $40–65 per item for studio or white background images (ideal for catalogs and marketplaces).
- Lifestyle & Brand Photography - from $80–120 per scene with professional model, styling, and natural lighting (perfect for website and campaigns).
- Short Brand Video - from $150–250 for storytelling clips or Reels filmed during the same session.
Combining photo and video in one session not only saves time and cost but gives your brand cohesive, multi-purpose assets that can be reused across web, email, and social.
brand doula Tip
Build a content library, not just a campaign. When your visuals work together across different platforms, you extend your brand’s lifespan and reduce production costs long term.
FAQ: product photography types
Start with building a consistent branding at first. Brand Doula Full Branding Service covers strategy, tone of voice, logo, colors, and photography direction - everything you need to establish a strong premium presence online.
Use professional lighting and real models who reflect your target audience. Keep your photos clean, color-balanced, and consistent in tone across all platforms. Choose a cohesive palette, avoid heavy retouching, and maintain the same visual style throughout each collection.
A premium brand also needs a well-designed website, clear visual identity, and consistent content across channels, from Instagram to product packaging. Together, these elements create a polished, trustworthy impression that instantly elevates your brand.
Use professional lighting and real models who reflect your target audience. Keep your photos clean, color-balanced, and consistent in tone across all platforms. Choose a cohesive palette, avoid heavy retouching, and maintain the same visual style throughout each collection.
A premium brand also needs a well-designed website, clear visual identity, and consistent content across channels, from Instagram to product packaging. Together, these elements create a polished, trustworthy impression that instantly elevates your brand.
Every lingerie brand needs five essential photo types:
This mix covers both emotional storytelling and technical clarity, helping customers connect with your brand and trust what they see.
- Model photography – to show fit and movement.
- Flat lays – to present the full set cleanly.
- Detail close-ups – to highlight texture and craftsmanship.
- Lifestyle or editorial shots – to show mood and story.
- Ghost mannequin shots – for marketplaces and catalogs.
This mix covers both emotional storytelling and technical clarity, helping customers connect with your brand and trust what they see.
Plan two major shoots at launch: one for product and one for lifestyle, to build your core content library. Then schedule a smaller update every 2–3 months for new collections, campaigns, or seasonal refreshes. Consistent updates keep your visuals relevant without losing your brand’s cohesive look.
Co-founder of Brand Doula
Katherine Neli
Expert in brand strategy and content production, with 8 years of experience across e-commerce, SaaS, and IT.
Co-founder of Brand Doula
Maria Glazkova
Entrepreneur and brand builder with 10+ years in branding and web design, ex-founder of Mon Bon and Cocodo Brando.
Branding for a luxury travel boutique
landeana
Brand creation and long-term brand management
mon bon
Most brands aren’t broken — just unfinished. These have already been polished with Brand Doula.
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