We sat down with leading lingerie designer, New Zealander Chloé Julian, to chat about her new brand Videris and her journey of celebrating body positivity!
Behind the brand:
Videris in latin translates to ’you are seen,’ a purposeful name for a purposeful lingerie brand which launched this October. Described as ‘enlightened lingerie,’ Videris Lingerie is made consciously, ethically and sustainably, but pushes the idea of a ‘purposeful brand’ further by promoting its wearers to evoke intent for the day ahead, via colour choice. Founded by leading lingerie designer, New Zealander Chloé Julian whose previous roles include head designer for Agent Provocateur, Stella McCartney, and Rihanna herself, in her role as Vice President of Design for Savage x Fenty. In celebration of body positivity, Videris has a strict no touch up rule in all photography. They also work with non professional models to encourage a diverse and real vision of beauty. Videris Lingerie launches with a capsule collection of two bras, three briefs in seven hand-selected colour ways, along with a pyjama set in Olive.
We asked Chloe about her experience at Asset Factory:
“Working on the Ghost Mannequin to create clear images was great. The set-up options meant you could get a consistent angle, lighting, and placement every time. I like the simplicity of the iPad set up, which enables you to see what your image is looking like. As capturing colour correctly was critical, we had to adjust the lighting settings a lot and this was very simple to do. Considering we had seven colours of each style the placement feature was helpful. It enabled us to reference a previous image to check the new garment was sitting in the same place on the body each time.
Whilst it might seem that knickers are really simple items to shoot they are time-consuming so I appreciated that Mieke and Natasha were on hand and happy to give advice and help throughout. The environment at the Asset Factory is set up so that you have everything you need: tables, tape, steamers, rails, and hangers. It’s an incredibly efficient process from arrival, straight into shooting, and within hours of finishing the team had sent me a file of our images. The resulting images give our customers an accurate depiction for our website which means that our supporting images can be taken more creatively without concern for showing every angle clearly.
Mieke was so helpful in arranging my session at Asset Factory. I think we had to re-book about six times due to lockdown restrictions. She was quick at communicating and re-arranging everything. I’m sure it must have been a challenging time but she made sure I was booked in the studio as soon as restrictions were lifted. I appreciate that level of flexibility and service.”