Fashion advertising and fashion photography has been critically evaluated in the past in terms of objectification and it has been claimed to affect women’s self-esteem negatively. Fashion advertising has an important part of creating dreams and pushing boundaries by sometimes even tackling social topics that can be considered as taboo. Pornification of culture is evident not only in the design of clothing but also in the fashion advertising practices. Pornification and objectification share similar features, both of them have been negatively investigated and they have been considered to influence women and the way women are seen negatively by dehumanizing them. Netnography was used as a guiding process to investigate social media and websites to acquire rich data. The content analysis executed from the collected data strengthened the previous research findings that found that posture and ankles are key elements in creating objectification conditions. Models' facial expressions as well as background and props are also a crucial part that affects objectification as well as pornification. This thesis is focusing on objectification and pornification within the luxury lingerie field hence fulfilling a gap in the objectification literature that has not focused only on intimate apparel. The aim of the thesis is to provide a new aspect on how pornification and objectification are exploited in luxury lingerie advertising. Even though this thesis is filling in the gap in the objectification literature and expanding it with pornification there are still limitations in this thesis. One of the limitations of this thesis is the focus only on objectification which is only a small part of sexualization and the data analysis is derived from two brands that are situated in Western countries hence resulting in that only Western aspect that is considered. Another limitation is also the narrowing of intimate apparel to only lingerie hence excluding a big part of the field consisting of underwear.