“I guess I was aiming to show that women aren’t necessarily sexualised because of what they wear, but because of how they are looked at, photographed, or staged. A sort of reminder that adverts are designed to promote a product, not a woman’s body.”

concludes Berlin based photographer Ophelie Rondeau whose work is mainly based on a recurrent sense of repetition and therefore piques the curiosity of the spectator. In this series, starring the 4 girls Fritzi, Carline, Jessica and Kim there is a huge portion of harmony of light, models, mood and postures leaving us with a sense of mesmerization and zest.

“For this series I took inspiration from old advertisements, from the 50s through to the 80s. I could spend hours browsing the web looking for adverts from the past; I find them very interesting and empowering and aesthetically inspiring. There is a recurrent sense of repetition, which is what most of my work is based on, that I particularly appreciate. Especially in Gossard, and also Munsingwear’s ads, both often featuring groups of individuals wearing and doing the same things.

The styling was very important in this series. I wanted the models to wear lingerie from a brand that is usually associated with ‘extravagance’ in contrast with the softness of a 60s ad. The idea was to blend those two together and create a series of images that would reflect my own vision of the female form. I guess I was aiming to show that women aren’t necessarily sexualised because of what they wear, but because of how they are looked at, photographed, or staged. A sort of reminder that adverts are designed to promote a product, not a woman’s body.”

Full wardrobe by American Apparel. Location is Mouthful studio.