UGC for Lingerie and Moda Intima in Brazil

How lingerie and intimate wear brands in Brazil use UGC tastefully, the fit and comfort formats, and how creators deliver.

Why UGC fits the Brazilian intimate wear market

Seven reasons specific to this market.

The garment is judged when worn, never on a hanger or in a retouched photo.

Body types are very diverse, and one demonstration informs nobody.

The climate makes breathability and drying decisive, subjects only video addresses.

Direct selling between individuals is massive, and content travels with the products.

Renewal is frequent, which creates continuous demand.

Sizes differ from brand to brand, which produces permanent doubt.

And comfort matters more than appearance, contrary to what many campaigns assume.

Formats that stay tasteful and effective

Seven formats, all filmable dressed or in close-up.

The test under clothing, dealt with above.

The close-up of material held in the hand, with no body in frame.

The comparison of two sizes shown on the hanger, with measurements stated.

The account of a whole day of wear, filmed dressed, at several moments.

The test after washing, at the tenth wash, which almost nobody produces.

The explanation of size choice, with a tape measure and no body visible.

And storage and care, a useful and much watched format.

Under a T-shirt, the test that decides

Six concrete checks to build into the series.

The visibility of the seam under a thin, light fabric.

The behaviour of straps under a vest top.

The line under a close-fitting garment, seated and standing.

Discretion under a white shirt, the most requested case.

How it holds after several hours, with no readjustment between shots.

And the look after washing, compared with day one, in the same conditions.

Size inclusivity as a content pillar

Seven rules that make the difference in this category.

Ordering the series from different body types, with the same reference.

Systematically stating the size worn and the useful measurements.

Explaining how sizes correspond, which changes from brand to brand.

Showing extended sizes with the same care as common ones.

Never presenting a body type as a special case.

Filming each person in the same conditions, so the comparison is honest.

And not altering the silhouette in the edit, which destroys the credibility of the whole series.

How creators can film respectfully

Seven shooting rules that protect and improve the result.

Filming dressed over the garment whenever possible, which is enough in most formats.

Using close-ups of material, seams and fastenings rather than wide shots.

Choosing the angles yourself, without having them imposed by the brief.

Filming alone, at your own pace, with nobody else in the room.

Checking every take before keeping it, and deleting the rest immediately.

Never accepting a request for a shot not planned in the signed brief.

And reserving a written right of withdrawal, valid after delivery.

What the brand has to guarantee on the creator's side

Six clauses to provide for, specific to this category.

The exact use of the footage, with a closed list of channels.

A ban on cropping in a way that would change the nature of the shot.

A ban on transferring the footage to a third party without a new agreement.

A short licence period, explicitly renewable.

An effective right of withdrawal, with a written execution time.

And a ban on any comment about the body in the texts accompanying the video.

What the product page never says

Seven pieces of information only a video provides in this category.

The difference between band size and cup size, which many buyers confuse.

The number of hooks and their real position once worn.

The behaviour of the underwire after a day sitting down, where there is one.

The thickness of the fabric, shown against the light rather than described.

The real drying time, information much sought after in a humid climate.

The care instructions, filmed rather than quoted.

And the return conditions specific to this category, often particular for hygiene reasons, to be repeated as they appear on the site.

Where to run it, and caution about the rules

Six points to check before release, with a lawyer and with the competent authority.

Platform rules on this kind of content, which vary and change often.

Restrictions applicable to paid advertising in this category.

Mandatory advertising disclosures, whose form is checked.

Health or wellbeing claims, to be set aside unless validated.

Marketplace terms of use, often stricter.

And the compliance of the visuals with the rules of the target platform, to be checked before editing rather than after.

What is filmed, and how

What protects the person filmed

A written consent specific to this type of content, the list of authorised media, and the right to withdraw the video. Platform distribution rules add to the contract, they do not replace it.

What avoids a distribution refusal

Framing that shows the garment rather than the body, and a script about cut, size and material. The rules vary from one platform to another and are read before the shoot.

Building a series that lasts

Five steps for turning one shipment into a programme.

Keeping the same setting and light across the whole series.

Filming each reference on two body types, which doubles the value of the same shipment.

Planning the tenth-wash follow-up from the start.

Documenting the size ordered and the correspondences, with the person's agreement.

And offering a follow-up next season, which brands in this category buy willingly.

One last marker: in Brazil the lingerie video that sells is not the one that shows most, it is the one that answers the question the buyer asks in silence, namely what it will look like once dressed. That shot is the most useful, the simplest to film and the only one that can run everywhere.

Sources

• CONAR, Brazilian advertising self-regulation

Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.