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 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
- Being in frame is optional — if you want, we love seeing your facial expression as you reveal what's inside, but a hands-only reveal works beautifully too
- Choose between background music while opening the box or your own voice talking us through the moment — both work, pick what feels most you
- Good, natural lighting (near a window)
- Light background — white, ivory, or dusk-tone
- Keep it short (5-15 seconds) — the reveal is the moment
Post 3 — carousel / gallery post (2-4 images swipeable)
A dedicated feed carousel that lets you show your set from multiple angles and moments. Feel free to include 2-4 images that read together as one story. Suggested shot types: the set on the body, a flatlay of the set alone, the gift box in your space, a detail close-up of the lace or bows.
Shot type 1 — The set on the body
Shot type 2 — Flatlay of the set alone
Shot type 3 — Gift box in your space
Shot type 4 — Detail close-up
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 — 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)
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 — Dressing sequence (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
- 10% 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 or panty — 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 10% 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
To find your Mahéquline size, use our SizeKick fit-finder — it lives on every product page. Click "Find my best size" next to the size selector, answer a few quick questions, and it will give you your personalised size in seconds.
Between two sizes or need extra help? Write to us at partnerships@mahequline.com.
xx Caroline
