James LIGHTBOWN for Ms A London

Ms A London is a groundbreaking lingerie brand, the first to be designed and developed solely for the Transfeminine community. All styles are created as solutions with the Transfeminine body in mind, giving the wearer confidence that one garment will do what (perhaps in the past) was only achievable through wearing multiple items. The garments are constructed to give the highest consideration to body shape and comfort, each piece developed to create a little magic in terms of swerves and curves, giving the wearer a feminine silhouette every day. For Ms A London’s first photoshoot the samples were shot on the brand’s muse and co-founder, Winn Austin, an icon in the Transfeminine community. Shot on plain pink, white and blue backgrounds, the colours of the Transgender flag, it was important that the shoot had very little post-production and retouching to be as natural as possible, to show that the lingerie was doing the work, highlighting the sculpting and shaping that the technical pieces create. The brief, to create simple, yet beautiful and emotive imagery, focusing on the product but that is still aspirational yet relatable for the Transfeminine buyer.