Mahé Circle
Welcome to Mahé Circle.
Our inner community.
You're here because we chose you.
Not because of your follower count. Because of the energy you carry when you're wearing something that makes you feel completely, unapologetically yourself. That feeling doesn't fit in a caption. It shows up in the way you smile, the way you carry yourself, the way you look at a camera when you're not trying to.
That's the energy we want every Mahé girl carrying — from Copenhagen to Milan to New York, and everywhere in between.
Why Mahé Circle exists
We're building the next great lingerie and swimwear brand in the world. That's the mission. And the honest truth: we can't do it without the girls who bring our world to life in real rooms, mirrors, sunlight, and Sunday mornings.
Mahé Circle is our inner community. Every two months we drop something new — sketched through nostalgia and designed with new lace embroidery. When we drop, you're the first to know, the first to wear, the first to show the world.
The core Mahé philosophy
Everything we make starts here.
Mahéquline is designed to be the layer no one else has to see — but the one that changes how you carry your whole day. We believe lingerie isn't just a finishing touch. It's the beginning of every outfit. The secret that shifts the way you walk into a room.
When you create content for Mahé Circle, we want you to bring this philosophy to life. Show the layers. Show what came before the coat, before the jeans, before the going-out dress. Let your followers see the world under the world.
How Mahé Circle works
You'll receive our new drops before anyone else, for free, in exchange for helping build our universe with us.
Each gifted set comes with a simple ask:
- 2 Instagram stories using our poses, captions and tags
- 1 grid post with recognisable Mahéquline styling — sharing the size you're wearing
- 1 Reel bringing the outfit-under-outfit idea to life: start in a robe, dress into your Mahéquline set, then layer on your everyday look (or your going-out look — fully your call)
All content must go live within 40 days of receiving your set. Your first post can happen the day after arrival — your last post must be up by day 40 at the latest.
Aesthetic guide
These poses are the visual foundation of the Mahé Circle universe. When followers see the same pose from many Mahé girls, our world takes shape in their subconscious. Please stay close to these formats — you can adapt within them, but keep the visual pattern recognisable.
Story 1 — The package hug
Two options:
- Mirror selfie hugging your Mahéquline shipment with a big smile
- Someone else takes the photo of you hugging the box
Story 2 — The unwrapping video
- Film yourself opening the Mahéquline box
- You must be in frame — we want to see your facial expression as you reveal what's inside
- Good, natural lighting (near window)
- Light background — white, ivory, or dusk-tone
- Keep it short (5-15 seconds) — the reveal is the moment
Grid post — in-bed overhead pose
- Wearing your Mahéquline set
- Sitting in bed
- Hold camera OVER your head, shoot DOWN over yourself
- All lingerie details should be visible in the frame
- Bedding must be white, ivory, or dusk-tone colours
- Higher production polish than a story — this lives on your feed forever
Always include the size you're wearing in the caption.
Reel Option A — The dressing sequence
Bring "an outfit under your outfit" to life.
- Start in a robe
- Dress into your Mahéquline set
- Then layer on your everyday outfit (work, going out, coffee, whatever your day looks like)
Reel Option B — Action shots
For the bold girls. Someone films you IN the lingerie set — no robe cover. A cinematic series of:
- Close-ups
- Walk-aways from behind
- Turns and views from the front
- Everyday actions: making coffee, walking around the apartment, opening curtains, morning routine
Shooting + editing your photos
How the photo is taken and edited matters as much as the pose. This is where the Mahéquline visual world takes shape — soft, clean, natural, unfiltered.
Before you shoot
- Shoot in natural daylight when possible (near a window)
- White, ivory, or dusk-tone backgrounds — walls, sheets, curtains
- Lots of negative space around you — the room should feel calm, not cramped
- Clean, uncluttered surfaces
- Camera lens clean before shooting (small thing, big difference)
- Filters — we value unfiltered, real-skin, natural-light photos
- Cramped rooms with visible clutter, cords, or busy patterns
- Harsh overhead lighting or yellow bulbs
- Beauty-mode or portrait-blur effects
- Over-saturated colours
If you want to lightly edit — iPhone Photos app only
We prefer photos edited in your iPhone Photos app — no VSCO, no Lightroom presets, no filter apps. The idea is to lift the photo, not to change it.
How to get to the edit settings:
- Open the photo you want to edit in your Photos album
- Tap "Edit" in the top-right corner
- At the bottom, tap the adjust icon (three horizontal bars with small circles)
- Scroll through the adjustment options and use the ranges below
Our recommended edit ranges:
| Brilliance | between −2 and −8 |
| Brightness | between +5 and +20 |
| Black point | between +2 and +10 |
| Definition | between 0 and +50 |
Small adjustments only — the goal is a softly lifted photo, not a heavily edited one. If your image starts to look "processed", pull back.
Skin should look like skin. Light should look like light.
Caption templates
Adapt these to your voice — they're starting points, not scripts.
Story 1 — Package hug (pick one)
Story 2 — Unwrapping video (pick one)
Grid post — always share your size (pick one)
Reel Option A — Dressing sequence (pick one)
Reel Option B — Action shots (pick one)
How to write your own Mahé caption
- Lowercase (except @mahequline + proper nouns)
- Short — 3-15 words
- Talk about the moment, not the product ("sunday morning" not "beautiful bra")
- Max 1 emoji — 🕊️ 🌸 ✨ 🤍 all work
- @mahequline at the end, feels natural
- Grid post: always share your size
- "I'm obsessed with"
- "You need this"
- "So excited to partner with"
- Multiple !!!
- "Shop link in bio" (stories only)
- 5+ emojis
The best captions feel like you wrote them, not us.
Our required tags
Every post must include:
#mahequline #mahecircle
Grid post + Reel must also include @mahequline.
Terms
Being part of Mahé Circle isn't just about receiving gifts. It's a partnership. Here's exactly what that means.
1. What you receive
- New drops before public launch — for free — as long as you're an active member
- Priority invites to Mahéquline events + collaborations
- A unique affiliate link that tracks every sale you drive
- 20% commission on every sale through your link
2. What we ask in return
For every gifted set you receive, you commit to creating:
- 2 Instagram stories using our poses, captions and tags
- 1 grid post with recognisable Mahéquline styling — sharing the size you're wearing
- 1 Reel bringing the outfit-under-outfit idea to life
Required tags on every post: #mahequline + #mahecircle. Grid post + Reel must include @mahequline.
You also agree to sign up to our newsletter — this is where we share drop announcements, campaign moments, and everything you'll need to stay in the Mahéquline world.
3. Posting timeline
All content must go live within 40 days of receiving your set. Your first post can happen the day after arrival — your last post must be up by day 40 at the latest.
4. If you don't deliver
Being in Mahé Circle is a partnership. If you accept a gifted set and don't post as agreed within 40 days, Mahéquline reserves the right to invoice you for the retail value of the gifted set.
We hope this never happens. We're here to build a community, not chase invoices.
5. If the size doesn't fit
Because we can't sustain return shipping between creators and our Copenhagen warehouse, please never guess your size when you apply. If you're unsure — bra, panty or swim — email us before applying and we'll help you figure out the right size before we ship.
If a size doesn't fit perfectly once received, you're still expected to deliver all four posts (hug, unwrap, grid, Reel). Style around any fit issues — adjust straps, angle strategically, or focus on the aesthetic of the piece. The value is the content and the community, not the perfect fit shot.
We'll update your size profile from your feedback for the next drop.
6. Content ownership
You keep full ownership of the content you create. In exchange for the gifted product, you grant Mahéquline a non-exclusive right to reshare, repost, and use your content in our marketing (organic + paid) with clear credit to you.
7. Commission
You'll receive a unique affiliate link that tracks every sale you drive. You earn 20% commission on the sale — paid monthly once your total earnings cross 500 DKK.
8. Leaving Mahé Circle
If you want to step back at any time, just let us know. No hard feelings. Any outstanding commissions will be paid out. Any recently-gifted sets awaiting posts must still be delivered per section 3.
9. When we might part ways
Mahéquline reserves the right to end the partnership if:
- Posting obligations aren't consistently fulfilled
- Content is off-brand or unaligned with Mahéquline's values
- The partnership no longer works for either side
10. Questions?
We're a small team who wants this to work. If anything is unclear, or you're worried about a deadline, email us at partnerships@mahequline.com. We're human. We'll figure it out together.
By joining Mahé Circle, you agree to these terms.
Size guide
xx Caroline
