ABOUT WOMEN WORKING FOR PRIMADONNA WITH THEIR BRAINS, THEIR HANDS AND THEIR HEARTS.

Van de Velde has been supporting and enhancing women’s breasts for 100 years.

Van de Velde, the lingerie group behind PrimaDonna, has been based in the same place since the beginning, in the small village of Schellebelle, Flanders (Belgium). The majority of the workforce is made up of women. So, in order to celebrate the big 100, PrimaDonna put forward a bold initiative: putting the spotlight on the women behind PrimaDonna, those who are behind the scenes.

Lingerie is often portrayed as a conveyor of desire, focusing on stan-dardized, young, slim, and often objectified or fragmented bodies. As if the only way to appreciate lingerie was from a sensual perspective, reducing women to this single facet. What I love about PrimaDonna and this project is that it is not just about this aesthetic aspect: it’s also about being there for women in their daily lives, the importance of quality and support for fuller breasts.

Even more than photographing the lingerie, l photographed female subjects: those who design and make this lingerie, and who actually feel comfortable and supported in it. I’ve photographed women of different ages, with everyday, authentic silhouettes and larger cup sizes. I love what their bodies say, their imperfections, their hairstyles, and – most of all – their expressions. Strong, confident, and serene. I admired their ease and confidence in themselves and in their initiative. I enjoyed capturing the strength of these women and the bonds they share, at times even feeling their friendship. They shared this experience and supported one another. There wasn’t a single hint of anxiety on this shoot. Everyone came, stood tall, and looked straight into the camera.

Charlotte AbramowPhotographer

A warm thank you to all the women who agreed to be models for the day, and who were natural, confident, and proud of their femininity in front of the camera. These women are the heart and soul of our business.

Great thanks to Charlotte Abramow for conveying these women’s passion and the strength of the bonds between them with such gentleness and honesty. Thanks for the kindness and sense of humor with which you put everyone instantly at ease. Thank you to Charlotte’s team, that demon-strated such respect and professionalism.

Thank you to Marleen, Liesbeth, and the Van de Velde family for believing in this project, and for allowing it to happen.

Thank you to the incredible Design Team at PrimaDonna, which creates and develops sublime collections with love every day. This is true crafts-manship that has been passed on from generation to generation.

Thank you to the Marketing Team for your infinite support in this project.

Thanks to all those behind the scenes, who worked tirelessly to make this project happen. Thank you to all the wonderful women who were not photographed. The project was received with such enthusiasm that it was not possible to shoot everyone.

There are so many other people working at PrimaDonna or working for PrimaDonna as suppliers or retail partners. All those people who put their heart and talent into PrimaDonna, and the women who wear it. Thanks to all of you for your passion!

Thank you Arthur Catton for your dedication to this project.

Thank you Charlotte Keup and Eric Hollander for giving us the chance to meet Charlotte Abramow.

Carole LambertBrand Design Manager

HadewijchModelist

Cathy Fabric cutterNadine Teamleader

AstridFrontdesk employee

MaiFashion designerCarole Brand design manager

RietekeYvonne VesnaFleur SiemVeerleRetail partnersBrigitteSales representative

Linde Modelist VanessaTransport & Customs officerDaphny Order picker Marieke Quality coordinator

Christine Stitcher

GreetTeamleaderSarahQuality controller

Livine Van der Wee-Van de Veldeand daughters Greet & Liesbeth

Christine Kathleen Chantal Kristine ChristineEmployees of the stitching studio

Ingeborg BrigitteSales representatives

Carole Brand design managerEvelyn Communication manager

Rimple Merchandising managerKelly Education manager

SabineManagement assistant

MarleenCEO RimpleMerchandising managerLiesbethHead of brands & designSiel

Rimple Merchandising manager

Marleen CEO

MaiFashion designerKathleenStitcher

MaiFashion designer

ElishevaEmbroidery supplier

Eva JuliePR & Marketing coordinatorDebbyJunior brand manager

Special thanks to all of our models

Art Direction & Photography : Charlotte Abramow

Producer : Arthur Catton @ Big ProductionsLight Assistants : Julien Dauvillier & Héloise Dombreval

Styling : Lisa Lapauw

Make-up : Ophélie SecqHair Stylist : Rimi Ura Make-up & Hair Support : Florence Teerlinck, Evara Colling, Marie Corbeel & Gwen Devylder Set Design : Charlotte AbramowStudio : Loftstudio 85

Location Manager : Antoine Frujès

Graphic Design : Charlotte Abramow & Sara Henderickx

Photogravure : Fotimprim, Paris

Imprimerie : Graphius, GhentMaking-of video by Vincent Lorca

Shot in October 2019, in Ghent.

Thank you to all the women who have participated at this photoshoot and trusted me. Thank you to PrimaDonna, Evelyn & Carole and the whole team behind this unique project, for their trust, kindness and professionalism. Thank you to my team, which is always the best. Thank you Lucie Beauvert for the scenography of the event, PICTO & Boris Gayrard for the printings and Jean-Pierre Haie from Atelier Demi-Teinte for the framings.