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 

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Lingerie Photography 

Empowering Women Through Photography

Body Positivity Photographer

Female Portrait Photographer

Inclusive Beauty Standards 

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