CHRISTINE LE DUC
From taboo to empowerment — a story
about confidence, authenticity,
and the power of desire.
REDEFINDING SEDUCTION: MODERN SENSUALITY FOR A NEW GENERATION
A previous rebranding had pushed Christine le Duc too far from its roots, trading bold and erotic for safe, girly and pink. Founded in 1968 as the oldest erotic lingerie & toy store in the Netherlands, the brand had lost its distinct, empowering voice. As part of a three-person core team, I helped bring it back.
The challenge? Creating something sensual yet sophisticated in an industry where eroticism is constantly misunderstood and marketing options are heavily restricted. How do you rebrand erotic lingerie for today? How do you sell BDSM and lingerie collections to a new audience without losing the old one?
My role covered campaign development, art direction, website maintenance, data analysis, and event management. I developed a new brand story leaning in to the ‘provocativeness’ of the products, but in a more modern inclusive way.
I co-organized shoots and fashion shows, helping translate the reclaimed brand identity into every customer touchpoint.
-
How do you rebrand an erotic lingerie brand in today's landscape? The challenge was layered: attract a younger audience without losing the brand's roots. Stay true to products that are inherently provocative, while making the brand more inclusive without becoming bland. Navigate where and how you can advertise in a heavily restricted industry. Balance imagery that converts on e-commerce with what's allowed on digital platforms.
The first rebranding had overcorrected, shifting from outdated to overly pink and cute, closer to mainstream lingerie brands than what Christine le Duc actually was: bold, erotic, empowering.
The task? Lead a second rebranding that reclaimed the brand's identity without repeating past mistakes.
-
Repositioned the brand around a modern, confident female gaze, combining high-fashion aesthetics with authenticity, inclusivity and empowerment.
-
I led the revision of the brand book, visual identity, and campaign concepts. While not the marketing manager, I was responsible for shaping how the brand looked and felt: the framework for imagery, typography, photography and tone.
I pushed for a more editorial approach to stay clear of anything that felt cheap or tacky, while still honoring what makes Christine le Duc distinctive. The rebrand was informed by cultural research, data from our digital platforms, and insights from the lingerie and fashion industry.
My role covered brand development, art direction, website optimization, data analysis, and event management. I co-organized shoots and fashion shows, translating the reclaimed brand identity into every customer touchpoint.
THE ROLE
Visual Identity
Brand Book
Art Direction
Campaign Concepts & Shoots
E-commerce
Trend Reports
As lead on the brand story and identity, I created the new brand book, defined the visual direction, and developed campaign concepts and trend reports that shaped future collections. The rebranding moved Christine le Duc from cute and pink to confident and high fashion: visually minimal, strong, bold, and unmistakably feminine.
BRANDING
I developed the brand book and visual direction, setting the framework for typography, photography, art direction and packaging. The goal was clear: classic yet provocative, refined yet real. Including the styling for product shoots for the e-commerce platform.
The first campaign expressing this new identity was Lady of the Mansion, a B2B shoot in an old monastery where elegance met temptation.
E-COMMERCE
My second role was being part of of the EQOM e-commerce team, where I was responsible for Christine le Duc; organizing cross-team meetings to analyze and compare data across all Christine le Duc departments. I carried the new visual direction through to product photography, packaging and the webshop: a cleaner, editorial approach that balanced intimacy with commerce.
I researched how to optimize image placement for both clicks and SEO. How do you make lingerie product images engaging and clear while staying discoverable by Google? Every digital touchpoint became part of the brand experience: building collections, guiding tone of voice, optimizing conversions.
This meant combining data, creativity and marketing strategy in a constantly shifting commercial landscape.
CAMPAIGNS & COLLABORATIONS
To bring the new brand to life, we worked with women who embodied its values. My role was mostly developing concepts for shoots and making sure we stayed on brand with the team. I created trend reports and the campaign concepts for Kim Veenstra's lingerie collaboration, including the Celebrate your Reflections and The Kim in City campaign shoots exploring reflection, duality and confidence.
For International Women's Day, I developed The Essentials campaign with Joy Beune, celebrating women who are confident, strong, classy and free in their own skin. Women who can do anything.
EVENTS
We brought the rebrand into the real world through the brand's first fashion show and live events around intimacy, confidence and sexuality. Each one was a celebration of femininity, inclusivity and power in all its forms.
GET IN TOUCH
Want to know more about my work? Or want to get to know me? I’d love to tell you more over a call or a cup of coffee. Feel free to get in touch.
