Kelly Gale for Gooseberry Intimates!

I don't know how familiar you are with GOOSEBERRY INTIMATES but they are one of those VERY popular brands that I'd say are from instagram, because over the last 7 years there have been countless multi-million dollar companies created solely on the backbone of social media. They created the solid content and used the right influencers and product moved fast. The whole thing has given big dinosaur brands like Victoria's Secret a real run for their money. They are the new, they are leaner, they have less overhead and thus higher margins and now they have the volume to give Victoria's Secret real competition all while being more relevant.

As a consumer, I find these to be exciting times, because I remember a time when all the big bulky corporations muscled all the small guys out of business with their size. So I am a big fan of this level of disruption and not just because it involves lingerie, but it helps!

This shoot for the brand features Kelly Gale and she looks amazing. She's the Swedish model who I guess is also Australian that you know from Sports Illustrated Swim and Victoria's Secret so she's got some experience in this whole model thing, despite only being 25.