Learning to See Differently: The Female Gaze in Lingerie Photography

As a female lingerie photographer with over 20 years behind the camera, it’s become clear to me that when it comes to capturing images of women in their underwear, being a woman is a real advantage. I realised this early in my career when most lingerie photographers were men. Back then, in the early 2000s, female photographers—especially in this niche—were rare. In fact, I would often turn up on set and be asked if I was the makeup artist or stylist, and occasionally, if I was the model (a compliment I gladly accepted!). Thankfully, that has now changed.

There is a big difference between the male and female gaze. When men photograph women in lingerie, the dynamic often carries a sexual energy, with women modelling to "please the male eye." But when advertising lingerie to women, this energy doesn’t resonate. My clients want imagery that speaks directly to the women buying the products—images that feel empowering, relatable, and real.

When I photograph a model in lingerie, we aren’t creating images for anyone else’s approval. We’re creating images that celebrate body confidence and joy for the women wearing the lingerie. It’s about empowerment, self-appreciation, and rejecting the idea that we need outside validation. True confidence comes from loving yourself on your terms—not from seeking approval from others.

It’s not about capturing a fantasy for someone else but about helping women feel powerful, sensual, and sexy for themselves. When women step in front of my camera, my goal is to silence that inner critic—the one that tells us we’re not enough. That critic has been shaped by a world that too often measures women through a male perspective or by consumerism that thrives on making us feel inadequate.

My job is to break that conditioning. I help women reconnect with the part of themselves that accepts who they are—no performance, no pretense. Just real, raw, beautiful confidence. When we embrace that, everyone looks great in front of the camera.

How do I do this? By giving my models permission to be kind to themselves. On set, I’m part psychologist, part cheerleader—constantly supporting and reminding them they don’t need to conform to anyone else’s standards. It’s about celebrating who they are right now.

Some women, like Ashley Graham, embody this confidence naturally. When I photographed her—before she became the world’s most celebrated plus-size supermodel—she radiated strength and self-assurance. Ashley, a size 18 at the time, modeled lingerie effortlessly, changing outfits openly on set with zero inhibitions. She’s unapologetically herself, having silenced the inner critic that holds so many of us back. Her secret? She doesn’t ask for permission to love herself. She just does. She doesn’t need anyone else’s approval because she has gifted it to herself.

While not everyone begins with that confidence, we’re all on this journey together. The beauty and advertising industries are finally embracing a broader spectrum of women, creating space for real role models who reflect a wider range of shapes, sizes, and stories.

This shift is about more than just pretty pictures. It’s about making every woman feel seen, celebrated, and comfortable in her skin.

So, here’s to capturing that magic and confidence—one click at a time. I can’t wait to see where this journey of self-love and acceptance takes us.

Until next time, stay fabulous!

Love,
Elisabeth

Female Gaze 

Photography 

Lingerie Photography 

Empowering Women Through Photography

Body Positivity Photographer

Female Portrait Photographer

Inclusive Beauty Standards 

Women Empowerment Photography 

Authentic Female Representation

Following A Creative Spark...And Making It Reality.

My journey as a photographer is filled with moments of inspiration. A little thought pops into my head and I think: “Ooh, that would make a great shot.”

I’ve always believed that those sparks are meant to be explored and are there for a reason. The question is - how do we transform them from ideas into actual photographs. For the type of images I create, I cannot do this alone. I need models and collaborators - partners in crime:)

In this blog, I will share some insights on how to nurture your creative sparks, and the importance of collaboration. I will also reference my recent project, "Emotive Hair," as an example of these principles in action. You can see the Emotive Hair story here.

Embracing Creative Sparks

Creative sparks are those moments of sudden inspiration that fire up our imagination. They can come from anywhere—a conversation, a film, an observation, or even a dream. The key is to recognise these sparks and give them the attention they deserve.

In my recent project, "Emotive Hair," the idea was born from my fascination with the connection between hair and human emotion. I found myself observing that you can often get a sense for the way someone is feeling by looking at their hairstyle.

1.Capture the Idea: Write down your ideas as soon as they strike. These initial thoughts may seem fragmented but can serve as the foundation for future projects.

2.Research and Develop: Once you have an idea, start to research it. Look for similar works, gather references, (I love Pinterest for this) and try to expand the visual framework of the concept. For "Emotive Hair," we discovered Paul Ekman's research about the 4 core human emotions. This gave me the idea to concentrate on these. A series of 4 images also works well - and can be shot in one day.

3.Create a Mood Board: Visualising your ideas through images, can help clarify your vision and serve as a reference throughout the project. For "Emotive Hair," mood boards of hair styles, and also the lighting and feel I was looking for in the shots, were essential when developing our approach.

The Power of Collaboration

Collaboration is an essential aspect of bringing creative projects to life. Working with other creatives not only enhances your work but also brings fresh perspectives and skills to the table.

When I thought of the idea for "Emotive Hair", I mentioned it to hairstylist Laura Chadwick. She immediately liked the idea and bounced back hairstyle ideas. I knew then she was a good starting point for the project and liked what she shared.

1.Finding the Right Collaborators: Look for individuals who share your vision and passion. Their expertise should complement your own, creating a harmonious working relationship. Laura and I connected over Instagram, and her enthusiasm for the project was contagious. She also recommended Czar, our makeup artist for these shoot. Czar was immediately excited too, and started to contribute with ideas.

2.Clear Communication: From the initial discussions to the final execution, maintaining clear and open communication is crucial. Ensure everyone understands the project’s goals, their roles, and expectations. We had many rounds of emails, I created a shoot plan with mood boards and references for each shot. We also a final zoom meeting to run through all aspects of the shoot and discuss ideas.

3.Respect and Flexibility: While it's important to stay true to your vision, be open to suggestions and flexible enough to adapt when needed. Respect your collaborators’ input and value their contributions. But you do need to keep your own vision on track! Don’t get distracted by someone else’s passion for a different direction. This can happen.

Developing Your Own Voice

As a photographer, developing your unique voice is vital. Realisation of your ideas builds this voice. It trains your creative muscle and experience of making your vision real will teach you so much about communication, planning & attention to detail.

1.Experimentation: Don’t be afraid to experiment with different styles and techniques, especially in the early days. Through trial and error, you will discover what resonates with you and what doesn’t. This will help you hone your own unique style. For emotive hair I decided to create gifs from each look as well as stills. I like the way the gifs bring the emotion to life.

2.Reflection: Regularly reflect on your work. What stories are you telling? How do your images make you feel? This self-awareness will guide you in refining your voice. When I look at my own work I can now see themes that run though most of it: Women, confidence, diversity..and I hope they often tell a story of some kind.

3.Consistently creating: Like any other skill, developing your voice requires consistent practice. Keep shooting, keep creating, and over time, your unique style will emerge and you will look back and not believe how many far your folio has come. I try to set myself a goal to do a personal shoot every 6 months.

Embracing Fearlessness and Learning from Failure

Fear of failure can be a significant barrier to creativity. However, it is essential to embrace failure and step out of your comfort zone as a creative.

1.Everything has been done before: Do it your way.I often hear people saying that it’s been done before, I can’t come up with any new ideas, I don’t know how to create anything original. I would encourage you now to worry about this. If you have a vision - go with it. Who cares what’s been done before. Do it your way. Your way will always be different from what has been before.

2.View failure as a learning opportunity rather than a set back: Each mistake teaches you something valuable and brings you closer to success. During the "Emotive Hair" project, there were challenges, but each one provided valuable lessons.

3.Take Risks: Don’t shy away from taking risks in your creative endeavours. I am always hearing - “oh you can’t do that” on set. There is always someone willing to wade in with resistance - whether it’s because I’m asking someone to jump over a wall, or stand in a pool, climb up a ladder. Obviously don’t put people in danger - but don’t be too careful. Careful never got anyone anywhere very interesting. Commit, be brave, explore.

4.Resilience: Developing resilience is crucial. Not every project will be successful, but each experience adds to your growth as an artist. I have had some wapping failures when it comes to personal shoot. Those are probably the ones I have learnt the most from - what not do to can be a very valuable lesson. The embarrassment is real though - but you will learn to laugh at it later on. It’s like when you fall over in the middle of the street - everyone is watching. On your personal shoot - all your collaborators are watching. Styleit out, bring some humour, keep it light, take a break. We are all human.

Conclusion

The creative journey is filled with sparks of inspiration, collaborative efforts, personal growth, and moments of failure. Embracing this journey with an open heart and a fearless mindset can lead to incredible outcomes.

It did not take long for "Emotive Hair” to be published. Creative Head Magazine decided to run it and also interview myself and Laura. This is great PR. And the images are now our in the world doing their thing. Maybe it will lead to a job or two...who knows. What I do know is that I thoroughly enjoyed creating the images.

Always remember, the excitement lies in the process itself, and every step, whether a triumph or a failure, is a valuable part of your growth as an image maker

Go create :)

Capturing Emotion  

Candid Portrait Photographer  

London Beauty Photographer  

Female Photographer  

Creative Process

Creative Team

Collaboration

Photography Journey

Photography Tips & Tricks

Capturing Authentic Joy: Tips for Photographers

As a photographer and director, technical expertise is crucial. Knowing your lighting and equipment is essential, but connecting with your subject is equally  important.  

Perfect lighting won’t save a stiff, uncomfortable subject. Great photos capture the subject's soul, stirring emotions and creating a connection.  

Here are my tips to relax your subjects and capture a carefree, joyous feeling.  

Make Your Subject Comfortable 

• Communicate: Explain the process and your goals. This demystifies the session and puts your subject at ease. 

• Build Rapport: Spend a few minutes chatting before you start. Ask about their interests and what excites them to make them feel seen as a person.  

Create a Safe Atmosphere 

• Play Music: Choose tunes your subject enjoys to set the mood and break the ice. 

• Box Off the Set: Limit the set to just you and the subject to create a more intimate, less intimidating environment. I use poly boards when in the studio. 

Embrace Imperfection  

• Shift the Focus: Encourage freedom by letting go of the pressure to create perfect images. Think of it as mining for gold—unexpected results can be  beautiful.  

• Create Fun: Play music, try to keep the atmosphere light and playful. This encourages more natural expressions. 

Give Positive Feedback  

• Encourage and Praise: Compliment their poses and expressions to boost their confidence.  

• Encourage Exploration: I never tell my subjects what not to do. If something isn't working, I gently suggest alternatives to keep their flow and creativity  intact.  

• Show Results: Occasionally show them good shots to reassure and motivate them.  

• Capture Candid Moments: Be ready to capture spontaneous moments between poses.

Be Patient & Know When To Stop  

• Take Your Time: Avoid rushing to create a relaxed atmosphere. 

• Observe and Adapt: Pay attention to body language and mood, adjusting your approach as needed.  

• Know When to Stop: Avoid overshooting. It’s better to end on a high note than to push until exhaustion.  

Remember, an amazing image showcases technical knowledge, but must also capture some part of your subject's personality and emotions. Focus on making your subject comfortable and embracing imperfect moments to create photographs that freeze a wonderful moment forever.  

Happy shooting!  

Warm regards,  

Elisabeth Hoff  

Photographer, Director & Creative Director  

London, UK & Worldwide 

Authentic Portrait Photographer  

Natural Beauty Campaigns  

Capturing Emotion  

Candid Portrait Photographer  

London Beauty Photographer  

Female Photographer  

Women Empowerment Photography

Celebrating Authentic Beauty: Yasmin Le Bon for Gold Collagen at 60. (No Retouching!)

It's not often you see a beauty campaign featuring a 60-year-old model where the skin has not been smoothed in some way. I am thrilled to say that the

images shot for my recent Gold Collagen campaign with the timeless Yasmin Le Bon are just that. There has been no skin smoothing in this campaign.

How does she look this good? Well, genetics, a healthy lifestyle - and she really does take Gold Collagen. So many ads use models that make a claim

and are paid to make that claim. But not here - Yasmin actually uses the Gold Collagen supplements and has done for years.

As a photographer specialising in beauty with no retouching, the right lighting is also key. We do want to flatter - but we want authentic at the same time. If

you start with the right light - you are onto a winner. I like to think this is something I have now perfected.

Yasmin's grace and energy on set were inspiring. Despite her legendary status, she approached the shoot with down-to-earth charm and a contagious

energy that keeps us all smiling throughout the day.

I'm pleased to share these images, which capture Yasmin's timeless beauty and serve as a reminder that true elegance knows no age limit.

Sincerely,

Elisabeth Hoff

Photographer & Creative Director

London, UK & Worldwide

Specializing in Authentic Beauty Campaigns

No Skin Retouching Expert

Empowering Women Through Authentic Imagery

London Production Company

Ageless Allure: How a Bold Lingerie Campaign with Marie Helvin Broke the Internet and Stereotypes

When Hoff Productions embarked on the Bluebella lingerie campaign for Valentine's 2024, we knew we were onto something special...but little did we anticipate the huge impact it would have, especially when the iconic supermodel Marie Helvin stepped into the frame at the age of 71.

Marie Helvin, with her timeless beauty, has always been a trailblazer. It turns out that this Bluebella campaign shattered age-old norms and went beyond mere fashion; it became a statement of empowerment. In a world that often sidelines women of a certain age, Marie’s unapologetic embrace of her sexuality and sense of self sent ripples through the industry.

The press went wild, celebrating Marie's audacity to wear such provocative lingerie at her age. It wasn’t just about the lingerie; it was about embracing life's sensuality at every stage. Marie's candidness about her identity as a sexual being, even now, was a refreshing testament to ageless confidence.

For our client Bluebella, the campaign was a triumph, propelling them into the limelight and reinforcing their commitment to diversity, inclusivity, and empowerment. But the impact went deeper. It marked a spectacular comeback for Marie Helvin, reaffirming her status as a force to be reckoned with in the fashion world.

As the photographer behind this campaign, my passion lies in capturing the essence of empowerment, particularly among older women. I specialise in lingerie photography, not just as an art form but as a means to challenge societal norms and hopefully help redefine beauty standards. My aim is to make every woman feel comfortable, confident, and celebrated on set.

Older women represent a powerful consumer group, often overlooked and under-served by the fashion and beauty industries. It’s high time we recognise their value, their beauty, and their purchasing power. Through my lens, I aim to give them the visibility and respect they deserve.

In the wake of our viral success, Marie and I have continued our collaboration, capturing another series of images published in The Times in March. This time wearing slightly more and capturing Marie back where she belongs - in front of the lens in the latest fashion.

Warm regards,

Elisabeth Hoff

Photographer, Director & Creative Director

London, UK & Worldwide

Female Photographer

Specialising in Advertising, Beauty, Fashion & Portrait Photography

Empowering Women Through Imagery

London Production Company

Commercial Photographer

Expert in Lingerie Photography

Making Every Woman Feel Fabulous in Front of the Camera

Lighting specialist for unretouched campaigns