When hardware becomes soft #8
29.4.2019
Translation: machine translated
Technology should fit seamlessly into our homes. This is especially true for love toys in the bedroom.
For a long time, I had the feeling that a vibrator was one of those unattractive things that you'd rather hide away in a drawer. The Love Toys from the young label Dame are different. Thanks to their minimalist design, you can place them on a shelf or bedside table, as they could easily pass as decorative objects.
The design is the brainchild of sex therapist Alex Fine and engineer Janet Lieberman. Their products hit the nerve of the times because they make hardware look so soft that it blends in with your furnishings. The sex toys are also genderless. They don't tell you who they are aimed at. This makes them discreet.
Rethinking required
The Dame brand does something better than most sex toy companies. They extensively survey their Community called Dame Labs before every product launch. During the interviews, the founders found out that most testers climax through clitoral stimulation. That's why they developed shapes for the vibrators that have nothing to do with a penis. The "Fin" model resembles a finger ring, "Eva" an abstract figure with two little arms and "Pom" an egg. The vibrators encourage you to say goodbye to stereotypes: unlike most models on the market, they are available in neutral colours such as plum, jade, white or green.
The functions are in no way inferior to the appearance: The majority of all vibrators have a hard inner housing to protect the electronics. The motor and circuit board of Vibrator Pom only require a silicone shell. The wires that connect the individual components are already encased in protective rubber. This makes the housing soft, flexible and waterproof. Thanks to its ergonomic shape, it should be comfortable to hold and its functions should mimic the movements of the hand. The controller is positioned in such a way that it makes it easy for you to switch between settings.
"Body Positivity"
The Dame label surprises with a fresh attitude and visual language. In sex toy marketing, you expect product images that show plenty of naked skin. Instead, Pom or Fin are staged like in a photo series from a fashion magazine or jewellery manufacturer lookbook. All you see of the models are individual naked or clothed body parts that appear in atmospheric light.
In contrast to conventional sex toy brands, the label shows a wide variety of bodies of all possible age groups on Instagram. This follows the body positivity trend. The images look natural because they do not require numerous filters and editing programmes.
New name
In addition to the understated shell and subtle imagery, the Dame founders have come up with a new wording for the sex toys. They call them "Wellness Toys". It may sound less sexy, but it's true. After all, vibrators are designed to stimulate and contribute to the well-being of the user. This also clearly sets the wellness company apart from the competition.
Leading by example
Design can help to address taboo topics. In the meantime, other sex toy companies are devoting themselves to a new look for love toys. They are breaking the social taboo on female pleasure to a certain extent. A positive development, in my opinion. Because for me, the most important thing about any object I buy is that it appeals to me visually. The more beautiful vibrators are, the greater the chance that they will be equally accepted everywhere. Whether in the shape of a cloud or a finger ring, there is slowly becoming something for every taste.
The new look of Love toys
What do you think about Love toys that look like neutral character design objects?
- good?63%
- I find them strange37%
The competition has ended.
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Header image: Contemporary: vibrators that do not pretend who should be interested.
Pia Seidel
Senior Editor
Pia.Seidel@digitecgalaxus.chLike a cheerleader, I love celebrating good design and bringing you closer to everything furniture- and interior design- related. I regularly curate simple yet sophisticated interior ideas, report on trends and interview creative minds about their work.
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