Losing lingerie all around the world

Woman is traveling all around the world and leaves men's broken hearts behind, men who've become poorer… not only mentally. But like Cinderella running away from prince she leaves to every man some item of her lingerie "to remember": combinations, girdle, bra... After mourning for some time man hires detectives. Little by little he discovers he's not lonely. San-Francisco, Venice, Moscow, London, Paris, Osaka, Florence - every city has a twin soul. Gathering together accompanied by 2 detectives from "Man in Glasses", federal men's rights protecting agency, they are starting to look for her. Will they find her? We'll learn it in next series.

This fascinating story is not a plot of romance book and not a new blockbuster scenario, but a storyline of Sitora underwear catalogue filming. We asked its director Yana Berg for details.

"My primary idea was to advertise women's lingerie with men because it's well-known that women prefer to look at men and underwear then at ideal women.

We addressed ourselves to "ASTRAgroup agency and together with art-director Igor Bugreyev began to chose possible plot variants. Started with trivial: Robinson Crusoe's Friday. But one wonderful day this detective story was found – there's some woman who abandons men leaving her lingerie. Detectives are following her.

After the concept of the story was built, catalogue's volume and a number of pictures was discussed, we've made a decision to create not a cheap catalogue. It deed appear not cheap - quality paper, cutting on cover page following our logo style – letter S. First we ment to make it thicker with a large number of pictures but then refused the idea. Our understanding of underwear shop catalogue must be woman's bag size. It must not be bulky something that consumer will look through in the shop and then throw away around the corner. We especially targeted on catalogue's size.

When volume got clear, every picture's plot was drawn and texts for them were written.

The first our requirement for catalogue - no crudeness and vulgarity. Woman lingerie worn by man we didn't even approach. For my opinion one famous brand's ads decision - woman wearing man's pants sitting on toilet sink - is a bad taste. This is not an approach for our auditory as well as posters with bra on a fence. Remember this "beer" ads all over Moscow? I saw advertising of men underwear on women only after we'd worked out our catalogue's idea. It made me even more sure about our decision - to make it all with taste and in far from vulgarity frames.

The second requirement - unprofessional models. Agency offered us models but we replied that our clients are women of different ages. They all know what glamour boys and "a-la strip-tease" club models are. We wanted real alive men in pictures no matter some defects. Maybe it took photographer a little bit more time to make them pose the right way but we got the desired effect as a result.

A lot of our acquaintances were photographed for our catalogue. They are all busy with different jobs in real life. There was a pediatrician, financial manager, businessman from building sphere, i.e. heroes were different as it was necessary for the story. Men were pleased, many of them declared to be ready for the next series. They enjoyed it like some entertainment. 8 men took part in session - 6 "victims" and 2 "detectives". Photoshop was used minimally. All men look natural. I know them all in person and I can say they look the same in reality.

Professional studio was rented to filming. Vladimir Yesakov was our photographer, he had been taught professional photography art but it's not his major job. He's a professional for pictures quality.

I chose lingerie by myself. Besides correcting underwear Rago some other American brands which we sell in Russia were represented: Secretsin Lace, LaBien.

We argued a lot about color of the catalogue - should it be black-and-white or colored? After all we agreed at poor abandoned men to be black-and-white and detectives – colored. All monochrome photos have detective agency's "stamp" to make an impression of being taken from detectives' archive. I think it's our windfall.

There's average number of texts in catalogue, not much, not little. Long texts in catalogues are read by professionals mostly and not always even by them and buyers shouldn’t be tired with long text at all. That's why we decided to make photos main thing and small text will accompany every picture.

Every double-page spread contains our logo on the left size. This is image catalogue which advertise not the product itself but the company Sitora. It's not a work catalogue of course, just a small part of our product supply is shown here and you can't find any articles here. It's company's image.

All photos are kept in out site. We've also ordered printed posters based on those pictures for decorating our stands on exhibitions.

I'm very grateful to the agency for efficiency. They made catalogue in a month - from idea creation to printing. Filming took one week. Pictures were taken in the evenings after main job of our "models". This catalogue appeared to be the first "underwear" project. Guys think not standard and very creative. I liked very much their ads of other products. We were pleased with each other. Now they show our lingerie catalogue to all their clients.

Why did we make our mind to create our own pictures refusing ready images of our American partners? After examining their photos I understood they will not do in Russia, they are made not for Russian buyer. One of American photo sessions convince us with neither pictures quality nor models, another was made very preconceived sexually. In our photos we wanted to indicate the idea that not all the women are pleased to watch ideal models. We sell correcting underwear, work with "big forms"... It's one thing when it's advertised on 44-sized girl and another - when woman size 56 tries it on in fitting room. It will look different for sure: effective and beautiful of course but different. Don't deceive customers".

To be continued...

"Everybody who saw this catalogue ask about plot development and "second series". The first catalogue final is open-type: "abandoned men" and 2 detectives gather in front of lingerie shop window. 2 women silhouettes looking at the underwear can be seen. Who are those strangers? Is one of them our hero? We'll learn it very soon. New catalogue will be launched for New Year", - finished her story Yana Berg.

It's a well-known aphorism that "woman runs away fast only from another woman". As if forgotten lingerie is probably just a hidden wish to be followed amain and of course found.

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