Go on Baserange’s website and you will see people that look like, well, people. People of all sizes and ages, with no airbrushing and no make-up, looking the way someone on the street might look, or you might look right now. It is surprisingly jarring at first glance, since it is so different from typical retail images with professional models and high-gloss productions. But then, Baserange was founded on the basis of doing things differently.
‘The brand was founded on the idea of creating imagery for women, having more flexible narratives around how we talk about women and our bodies,’ says Marie-Louise Mogensen, who co-founded Baserange with her friend Blandine Legait. ‘That was also the idea behind [our first product] of bras without wires to shape your breasts and that felt comfortable. We were thinking about the gaze and making sure we were creating products that were for our comfort rather than for other people to look at.’
