Telling The Twist: a new direction for my lingerie video work

For the past year, most of my video work has looked the same. Me, talking to camera, about a garment or a campaign, with a few images cut in over the top. It worked. It got the ideas out. But it also put a ceiling on what I could show.

The things I care about most in lingerie are hard to point at while you are talking. Where a seam sits. Why a strap meets the cup where it does. What a fit change actually did to a garment. Talking to camera, all of that ends up described. I wanted it shown.

So I am changing direction. The new videos are editorial rather than presenter-led: a written script, a recorded voiceover, and the garment carrying the frame. Type and simple line work sit over the footage to point at the construction, the way you would annotate a sketch. The voice sets the pace, and everything else is timed to it.

The first one is about The Twist, a bra from my own brand, All Glory. It was always my favourite of the original six styles, and it felt like the right place to start. The whole piece is built around one idea from how we design: every garment starts with a focal point, and everything else emanates from it. On The Twist, that point is the twist itself. So that is where the graphics go. A ring locks onto it and lines run out to how it turns, how it holds and how it keeps in place.

The format also let me bring in material that would never fit a talking head. The original flat sketches. The illustration and the mannequin fitting. The fit photos Raluca took to show exactly where the bra needed to come in, which shaped the lift it has today. That is the real story of a garment, and now it can be on screen rather than summarised.

Behind it is a set of motion guidelines I have written for all of my work going forward. Consistent type, a restrained palette, slow and deliberate movement, nothing that competes with the product. The aim is a body of work that reads as one voice, whichever garment it is about.

That matters for brands as much as for me. The same system can be dressed in a brand's own colours and type, so a film about their piece looks like theirs while keeping the construction-led approach that sits behind everything I make.

The Twist is the first. There is more coming.

If you are a lingerie or intimate apparel brand and want to see what this could look like for one of your pieces, get in touch.