The Challenge
Y.O.U Underwear, an award-winning ethical underwear brand with a commitment to body positivity, needed a fresh approach to their e-commerce and campaign photography.
Their existing visuals didn’t fully reflect their brand essence: ethical, inclusive, and high-quality. Previously, they had relied on amateur photographers and had never done a studio shoot before, resulting in inconsistent e-commerce imagery that didn’t reflect the true quality of their products. This was significantly harming their conversion rate.
They commissioned us to produce photography at scale that would showcase their products, embody their values, and drive conversions.
Across two large-scale studio shoots, with real Y.O.U customers as models, we reshot 90% of their core collection e-commerce imagery, and created enough static images and reels to fuel the confidence-focused campaign we designed for them for two years.
Our Approach
We developed a photography strategy that aligned with Y.O.U Underwear’s core principles:
Authenticity & Inclusivity – We invited real customer models to reflect the brand’s commitment to inclusivity, ensuring every customer could see themselves in the imagery.
Natural Aesthetic – Using soft, natural lighting and minimal retouching, with no airbrushing of models to stay true to their body positivity commitment, we created a warm, inviting feel that complemented the brand’s ethos.
Conversion-Optimised Product Shots – We captured detailed, high-quality product images that highlighted fabric texture, fit, and comfort – key factors influencing purchase decisions.
Storytelling in Campaign Imagery – We crafted a visual narrative that emphasised the brand’s mission: ethically made underwear that empowers women.
The Execution
Our team executed two full-scale photoshoots, blending e-commerce-ready product shots with lifestyle campaign imagery:
Studio Product Photography: Clean, minimal backgrounds to focus on the product details and quality.
Campaign Shots: Power poses showcasing the underwear’s comfort and versatility, reinforcing the themes of confidence and empowerment.
Reels: Inspired by Holi festival and Bollywood dances to celebrate confidence and empowerment through engaging social videos, without the male gaze.
The Results
The impact of our photography was immediate and measurable:
7% Increase in Website Conversion Rates – High-quality, on-brand images improved product presentation, and a redesign of the site brought it up to date and in line with the brand.
Stronger Brand Alignment – Customers resonated with the authentic representation and empowerment themes, reinforcing YOU Underwear’s ethical mission and increasing repeat purchases by 6%.
Social Media Engagement Boost – The campaign imagery saw increased shares, saves, and interactions, extending brand reach organically and resulting in a 362% boost in sales from Instagram.
3% Growth in Average Order Value (AOV) – Higher-quality visuals contributed to customers purchasing more per order.
- 53% increase to overall sales.
Conclusion
By aligning YOU Underwear’s photography with their ethical and inclusive values, we helped refine their brand presence, boost conversions, and create a deeper connection with their audience.
Purposeful, high-quality visuals aren’t just aesthetic—they drive real business results.
