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Ashley Graham shows off her shapely curves in racy lingerie

April 13, 2016 by  
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Nola Ojomu for MailOnline


Published:
03:10 EST, 12 April 2016

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Updated:
09:45 EST, 12 April 2016

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She has become the IT girl in the modelling industry over recent months.

And Ashley Graham revealed exactly why she has landed countless campaigns and history-making cover shoots in her latest Instagram video.

The 28-year-old bombshell could be seen flaunting her famous curves in a behind-the-scenes clip taking from her new shoot for her Provocative by Ashley Graham line with fashion brand Addition Elle.

Scroll down for video 

Va-va-voom: Ashley Graham revealed exactly why she has landed countless campaigns and history-making cover shoots in her latest Instagram video

Strutting her stuff in a subway train, the brunette beauty put her ample cleavage on display in lilac and black balconette bra with black bondage strap detail.

Sporting matching bottoms, the sexy model held onto the hand rail on the roof of the train as she sashayed and shimmied for the camera.

Oozing the body-confidence she has become famous for, her shapely curves took centre stage as she whipped her hair around and kicked up her left leg at the end of the short snippet.

Her stunning facial features were emphasised with sultry make-up while her locks were styled in glamorous waves.

Working it: The 28-year-old bombshell could be seen flaunting her famous curves in a behind-the-scenes clip taking from her new shoot for her Provocative by Ashley Graham line with fashion brand Addition Elle

She captioned the clip saying: ‘Be your favorite kind of woman! #Provocative by #ashleygraham for @additionelle drops in July! #beautybeyondsize.’

Ashley’s latest campaign shoot comes after she stripped off for her history-making cover of Maxim magazine, wearing nothing but a white button-down shirt that barely covers her chest. 

The star proudly took to Instagram to share photos from the shoot, which were taken by legendary photographer Gilles Bensimon, including an image of her husband Justin Ervin squatting behind her as he cups her bare breasts with his hands.

And while her modeling career and apparel collections are booming, Ashley told Maxim that she doesn’t want to stop there.

Beauty beyond size: Strutting her stuff in a subway train, the brunette beauty put her ample cleavage on display in lilac and black balconette bra with black bondage strap detail

Beauty beyond size: Strutting her stuff in a subway train, the brunette beauty put her ample cleavage on display in lilac and black balconette bra with black bondage strap detail


Get provocative with Ashley’s lacy cut out bra from her own collection


Ashley Graham dreamer front close bra

at Addition Elle

Buy now

Ashley Graham is showing off her “Provocative” line of lingerie from her own collection at Addition Elle in this video. It’s no wonder since she’s been dubbed a cross between Eva Mendes, Cindy Crawford, and Brooke Shields.

We’re loving how this lingerie showcases her curves. With some va-va-voom cut outs and beautiful lace cups, this bra is both functional and stunning.

You can click to the right to check out her current Dreamer summer collection now in sizes C or bigger. Her exact one isn’t available yet. If you’re not as busty or want to shop around first, check below at our plethora of options. Either way we’ll have you vamped up and showing that sexy comes in all sizes.

* PRICES MAY NOT BE AS ADVERTISED

…NOW GET ONE LIKE IT FOR LESS


<!– Nice ride: Sporting matching bottoms, the sexy model held onto the hand rail on the roof of the train as she sashayed and shimmied for the camera

Nice ride: Sporting matching bottoms, the sexy model held onto the hand rail on the roof of the train as she sashayed and shimmied for the camera

Not only is Ashley looking to expand her clothing and accessories lines even further, she wants to develop a fitness program, become an author, and even score her own talk show. ‘If I’m the frontrunner of what size diversity is, that means I really need to go into the lives and the homes of these young girls and change their minds. 

‘That’s why I really want a TV show; The Ashley Graham Show,’ she told Refinery29.

In the past two months, Ashley was featured on the cover of the 2016 Sports Illustrated Swimsuit Issue, walked the runway with iconic models such as Pat Cleveland, Jourdan Dunn, and Amber Valetta at HM’s fall 2016 studio show at Paris Fashion Week.

She also debuted her capsule collection, Beyond by Ashley Graham, for Dressbarn.  

On the rise: In the past two months, Ashley was featured on the cover of the 2016 Sports Illustrated Swimsuit Issue, walked the runway with Jourdan Dunn at HM's fall 2016 studio show at Paris Fashion Week

On the rise: In the past two months, Ashley was featured on the cover of the 2016 Sports Illustrated Swimsuit Issue, walked the runway with Jourdan Dunn at HM’s fall 2016 studio show at Paris Fashion Week


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What Victoria’s Secret can learn from lingerie upstarts

April 13, 2016 by  
Filed under Latest Lingerie News

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After long dominating the lingerie market, Victoria’s Secret is under pressure.

Last week, it announced 200 job cuts and a corporate restructuring, while also trying to ween itself off reliance on its iconic print catalog in favor of a focus on customer loyalty and social media.

The struggle the brand faces is, in an age of body positivity, it feels distinctly 1990s, while upstart competitors like Adore Me and Negative to Third Love are making inroads in the $17 billion U.S. lingerie market that Victoria’s Secret continues to dominate with nearly 75 percent market share.

“It’s a smart move because they’ve been able to successfully navigate the increasingly competitive lingerie and “athleisure” markets, so now is the perfect time to keep optimizing the brand,” said Megan Hartman, strategy director at Red Peak Branding. “They could definitely learn from the new players like True Co. in terms of utilizing data — they need to prove that they are more than a sexy image, that they can innovate with new fits, fabrics or customization and keep up with the more nimble startups.”

From Here’s what Victoria’s Secret can learn from the upstarts:

Double down on data
San Francisco-based TrueCo, founded in 2012, has risen into prominence because of its data-driven approach to lingerie manufacturing. While retailers have been experimenting with quizzes for a long time, the e-retailer has managed to use its two-minute quiz to provide a truly personalized and customized experience to its customers. The site also carries other brands and new lists, and recommendations are constantly curated based on what consumers are browsing, buying and returning.

“The edge that TrueCo has is that they not only use data but are also very product-forward instead of model-forward,” said Steve White, Razorfish’s vp of commerce strategy.

Provide digital utility
Sizing is a major issue plaguing all e-commerce retailers and is even more pronounced in the lingerie category. Which is a why a number of these retailers, including TrueCo and Negative, offer free returns. But Third Love, another e-commerce lingerie retailer by former Aéropostale retail director Heidi Zak, has taken it a step further. The e-retailer has an iOS app that lets shoppers take a snapshot of themselves wearing either just a bra or a fitted tank top in front of a mirror. The brand then uses the photo to measure the client’s exact measurements, even going in half sizes for bra cups.

“The idea was always how we can use technology to solve problems in our lives and make an awkward and sometimes unreliable experience better through it,” said Rachael King, director of communications at Third Love. “We don’t just use the data for sizing but also use that to develop and customize products even further.”

Prioritize the customer
Adore Me is perhaps the most well-known among the lingerie e-commerce upstarts, with a fast-fashion approach that launches 30 to 40 new designs each month. This direct-to-consumer approach, where it produces affordable quality products rather quickly, makes it stand out in the category. It also has a pulse on its customers with an active social presence, including a cheeky Instagram and Snapchat accounts.

Have a seamless user experience
For White, Negative is ahead of the curve as far as user experience is concerned. The brand recently unveiled a website redesign last week, centered around customer feedback while still remaining true to its brand philosophy. The site will also integrate new functionalities such as a “cheat sheet” for new fans, a sizing help tool, an “evergreen gift finder,” shoppable lookbooks and bundling curated sets in the future.

“We wanted to provide an experience as similar to the in-store experience as possible,” said Lauren Schwab, co-founder at Negative. “The idea is that we’re as focused on functionality as we are on aesthetics and comfort.”

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