Gender Bender

Gavin Goodman, the Cape Town-based cinematographer shot our fashion story featuring local models wearing sexy Ruby lingerie in traditionally male environments.

The idea was to make the models appear totally comfortable wearing their lingerie in these unfamiliar settings – thereby making you see the (under)garments in a fresh new light.

Each shot was carefully lit and crafted as a mini-commercial, but the overall effect is engaging, quirky, and in-the-moment. Thanks to a fantastic crew, awesome models, and a casual, friendly vibe on set, the images don’t feel self-conscious, contrived or staged.