Lucy Litwack: Owning Coco de Mer, Smashing Taboos & The Fight for Female Pleasure

And

I think that sensuality is really important of that balance between the sort of the difference between sexuality and sensuality, which I think the female gaze is very good at highlighting as well.

Yeah, it's amazing.

I mean, you're one of the very few brands focusing on that, which I just think is, I mean, shocking that it's not more, but it's great that you are and that still remains such a thing.

Something struck me when we spoke last week about when you, all of your shoots, it's really just women involved, right? Again, like when that first started, that must have been quite revolutionary for this industry.

I'm sure it wasn't like that with Victoria's Secret, for example.

No, I mean,

I

think it's,

Really unusual and still is today.

I think we and, you know, we did used to work with multiple photographers when I first joined and we had a great relationship with Rankin, for instance, for a few years.

But it then became really important to me that.

if I wanted to focus on the female gaze, I needed to really walk that walk as well, because otherwise, what does it mean? So I was only working with female photographers so that we were literally shooting through the female gaze, but also making sure that everyone on set was female, which was almost impossible in the early days.

I mean, now we have our team, but it's still not easy.

But it was very hard to find... digis to find lighting text, find DOPs that were female.

But I think it's really important because I think however much you want to create imagery that feels powerful and is embracing a woman, The reality is for a lingerie shoot is that the model or the talent is only wearing underwear.

So she is half naked whether she wants to be or not.

So, you know, however you do it.

So therefore, I feel like only having women on set does change that dynamic.

It does give that model more agency.

It does make her feel more comfortable and confident.

Yeah.

in being able to move around and be shot.

And I think that that is inspiring to other women because there is, when I think about the female gaze, I just think that there is an intimacy to it because women, It also, I think, allows us to think about and redefine our sexuality on our own terms as women.

So giving yourself agency on that shoot and allowing yourself to be shot the way that you want to be shot and the way that you enjoy it.