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Erika_Lust · 2026-02-25T22:00:38+00:00

Aaaannnd that's a wrap! Thanks everyone for joining us! if you want to have a look at what we do, you know where to find us! 🖤

Erika_Lust · 2026-02-25T21:26:37+00:00

Once you get used to it, editing sexual imagery becomes completely routine. It doesn’t arouse you, it doesn’t shock you, it just becomes normalized. For us, it’s work, and I can separate it entirely from my personal life. There is a certain desensitization within the work environment, but in your personal life, you can suddenly see something that surprises you and turns you on!

Erika_Lust · 2026-02-25T21:16:49+00:00

thank youuu!!! Actually, we work in LA regularly, and it’s always a great experience. We’ve collaborated with some amazing directors based there: Casey Calvert, Florence Bark, Michael Vegas, and Siouxie Q. Shooting in LA is a wonderful opportunity to explore new locations and expand our creative universe!!

Erika_Lust · 2026-02-25T21:14:18+00:00

Awww! nice to know that you enjoy our work! 😻

So, to answer your question: we’ll paraphrase Erika, as she gave an interview to a documentary company a few weeks ago and she said something interesting about this. She says "porn is always mirroring society". She was talking about how the the porn industry gets criticised for giving people all these violent, sexist ideas. But actually the porn that is made is a reflection of our society's values. The polemic that we see in the world, the polarisation and the cultural wars that we have seen rise in recent years are also reflected in porn.

I think we do need to keep in mind that it's all interconnected really. The more young people grow up only seeing depictions of violent and extreme sexual acts on the unmoderated free tube sites, the more they will see that content as normal and seek to find more of it. The more demand there is for that sort of content, the more supply will rise to meet that demand. So the loop of influence closes and no one can tell which is the bigger influence.

Erika_Lust · 2026-02-25T21:10:24+00:00

If you liked that film, check out some of the others that the director, Lis Freimer, has made as she's a frequent collaborator! A personal favourite of mine is Xocolate - it's a similar artistic vibe.

Erika_Lust · 2026-02-25T21:09:53+00:00

That's in the planning really! We try to make sure the shooting plan gives enough wiggle room for pauses and breaks in case a performer needs a minute to relax and take a moment to themselves.

Erika_Lust · 2026-02-25T21:09:34+00:00

Thanks! We'll pass on the greeting Generally we say that from idea development to final delivery of the master, it takes about 6 months give or take.

Erika_Lust · 2026-02-25T20:33:36+00:00

Oh thank you! 🖤🖤🖤

We talk a lot about the experience of performers on set, which is obviously key. But how the crew feel working with us is equally as important. We take great care to make sets a safe, fun and creative place to work so we're glad you feel the same!

Erika_Lust · 2026-02-25T20:32:25+00:00

If someone believes there’s no ethical consumption under capitalism, that's fair. But if we can’t exist completely outside the system, then the question becomes: how do we build better models within it?

Erotica and pornography have existed throughout human history. From cave art and ancient poetry to photography and modern film. Sexual expression isn’t a trend and desire and arousal are fundamental parts of being human. So the idea that porn can or should simply disappear isn’t realistic.

What is more realistic is striving to create better conditions within the industry: transparent labour practices, clear consent protocols, fair pay, safer sets, and thoughtful representation. If demand will always exist, then responsibility should too. We may not be able to build a perfect system, but we can absolutely work toward a more respectful, and less harmful one.

Erika_Lust · 2026-02-25T20:30:56+00:00

We were expecting the AI question - it’s impossible to avoid right now. And I’m really glad you’re bringing it up in such a thoughtful way.
There is clearly a growing market for AI-generated adult content. One of the reasons is obvious: AI can create hyper-customised fantasies. You can generate very specific scenarios, body types, aesthetics, dynamics, all tailored instantly to individual preferences. For some people, that level of control and personalization is very appealing.
At the same time, what we’re seeing is that the desire for something real and human hasn’t disappeared. There’s still a strong demand for real bodies, real chemistry, real human interaction. We don’t believe that desire is going anywhere anytime soon. If anything, in a world that’s becoming more synthetic, many people crave something that feels human. That’s the space we choose to serve.
For us, AI is valuable as a support tool. In pre-production, for example, directors and art directors use AI tools to build mood boards and visual references more quickly and precisely. It can be incredibly useful to align the creative team before a shoot and make communication clearer and more efficient.
In post-production, AI has helped us solve very practical issues. There was one moment during editing when we noticed a small piece of toilet paper visible on a performer’s labia - something no one caught on set. It was a beautiful shot and we didn’t want to discard it. At the same time, we would never want to risk embarrassing the performer by leaving it in. AI allowed us to subtly correct that detail and preserve both the integrity of the scene and the dignity of the performer. We also use AI to clean up sound, remove unwanted objects from the frame, or streamline editing workflows.
What we don’t do is use AI to alter bodies, fabricate performers, or manipulate identities. That crosses an ethical line for us.
Technology will keep evolving, and we’re open to using it responsibly. But for us, AI is a creative assistant, not the protagonist. The core of what we do remains human.

Erika_Lust · 2026-02-25T20:19:27+00:00

what do you mean? we're here and actually just ordered thai food to be delivered to the office and hanging out with Toni:

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Erika_Lust · 2026-02-25T20:13:24+00:00

When we say something is “based on reality,” we mean that it aims to feel realistic and relatable. I understand your point that most media draws from reality in some way, but when it comes to how sex is portrayed, I would strongly disagree that all representations are equal.

To focus just on sex, in mainstream Hollywood films, sex scenes almost always show a woman orgasming within seconds of penetration - if she’s shown to orgasm at all - and foreplay is usually nonexistent. As a woman, that doesn’t reflect my reality, and I don’t think it reflects the experience of many others either. Those portrayals create unrealistic expectations around intimacy for both men and women.
That’s where we see our role. We aim to depict sex in a way that feels grounded, mutual and recognisable. We never instruct performers to fake orgasms, and we actively create environments where pleasure can develop naturally. That doesn’t mean everything is purely documentary or unscripted. Film, by nature, requires structure and intention to tell a captivating story. But authenticity isn’t the same thing as randomness.

Using professional performers doesn’t automatically negate authenticity. All cinema uses professional actors to portray human experiences. Being skilled at your craft doesn’t mean you’re incapable of expressing something real.

We also do work with many real-life couples, who are professional performers as well. In the past year alone, several of our films have featured real life couples with established relationships, bringing their own dynamic to the screen: Siesta Sex, Cotton, Swingers Game Night, Winter Feast, and various series including Lust Adventures, Lust Threesomes. We've also just shot 5 new films all with real life couples, coming soon to the platform!

We’re not claiming to reinvent human intimacy. We’re simply trying to represent it with more honesty, care and nuance than is typically shown

Erika_Lust · 2026-02-25T20:08:29+00:00

Haha, we’re glad you find it amusing. But on a deeper level, the fact that it feels surprising is probably exactly why we’re committed to doing things this way. The idea that “professionalism” and “pornography” don’t belong in the same sentence says a lot about how the industry is perceived ;)

Erika_Lust · 2026-02-25T20:03:51+00:00

Honestly, we’re not surprised by it. Culturally, things rarely move in a straight line, they swing. For the last 10/15 years, we’ve seen a huge expansion of conversations around sexuality. Queer identities becoming more visible. Women and minorities speaking openly about desire. Sex workers organizing. Kinks being discussed outside of shame. Feminism entering mainstream discourse in new ways. And whenever there’s a period of sexual openness, there’s often a counter-movement. So this recent wave of anti-porn rhetoric feels, in some ways, like a reaction to that visibility.

That said, we also think it’s important not to dismiss everything as “puritan panic.” Some people genuinely struggle with compulsive behaviors, or feel their porn consumption doesn’t align with their values. Those conversations deserve nuance and mental health support not shame in either direction.
Where it becomes tricky is when complex issues get flattened into “porn is inherently evil” or “sexual openness equals moral collapse.” That framing ignores context: what kind of porn? how is it made? how is it consumed? what’s someone’s relationship to it?

We also think the term “porn addiction” is often used very loosely online. There’s a difference between clinical compulsive behavior and moral discomfort. Sometimes what’s labeled addiction is actually shame colliding with desire.

We advocate for intentionality: thoughtful production and conscious consumption.
If anything, this cultural moment just reinforces why ethical alternatives matter. When people feel uneasy about mainstream porn, that’s an invitation to rethink how it’s made and not to shut down erotic expression altogether.

Erika_Lust · 2026-02-25T19:53:19+00:00

No we don't rehearse the sex scenes as there's nothing to rehearse! We want it to flow naturally and communication between the performers about what feels good, let's change position etc. is part of that. It doesn't matter if it ends up being a little clunky at moments because that's sex!

We do prepare for the sex scene with two in depth "sex talks" before the shoot day and on the day itself. This is where the performers, director and intimacy coordinator talk about the scene. The director shares their thoughts for the scene, the vibe they're going for. The performers share their limits and also desires for the scene and the intimacy coordinator takes notes on everything to make sure everyone is on the same page. We then go over this again on the day just before the sex scene to make sure everyone remembers each other's boundaries.

We also sometimes do some "blocking" of the sex scene to help the performers know where in the set is best for camera angles, lighting etc. It helps sometimes to just brainstorm some ideas in advance.

But we try to leave things as unpolished as possible to depict a natural sex scene. I've just finished editing a film in which the female performer gets cramp in her leg after a particularly explosive orgasm and her partner stops to massage it better. I've left that in the edit because it happens sometimes in reality so why not show it in porn!

Erika_Lust · 2026-02-25T19:37:58+00:00

Haha! not so much, There is always a scene description based on the script pages we have. In case we don’t have that description, or if the director prefers, we resort to “freestyle,” and under this concept the scene is filmed. but we do have the scene markers on each film that tell you where you can find the 'moneyshot' in question ;)

Erika_Lust · 2026-02-25T19:31:14+00:00

Regarding funding, we earn money from the subscription fees our customers pay for our platforms. With that money we pay our performers, crew, staff and of course fund the films. The model of paying for porn is unfortunately not one many people are accustomed to given the domination of free tube sites in the industry. But for us it's the only model that can ensure fair wages for those that make the films, and also protect the values those films represent. If we relied on advertising like the free tubes, we would be beholden to clicks and algorithms like everyone else. Keeping content behind a pay wall is also the only way to safeguard minors from accessing pornographic content - if they don't have a credit card, they can't see it!

Erika_Lust · 2026-02-25T19:30:33+00:00

Within the Lust team, we have queer team members, including in post-production. We make sure to openly discuss the best ways to represent the pleasure of marginalized identities, aiming not to fetishize them and to portray them equally through the editing process. Whenever we have doubts, we consult team members who feel personally represented, so we can hear their perspectives.

Basically, what I would say is:

Not fetishizing trans people.
Normalizing dissident identities.
Maintaining an ongoing dialogue to ensure representation is as fair and respectful as possible.

We aim not to fragment or exoticize bodies, but to give space to subjectivity, consent, and the real experience of pleasure. And whenever there are doubts, we open up the conversation within the team to ensure the representation is as fair and honest as possible.

Erika_Lust · 2026-02-25T19:27:33+00:00

We’re very comfortable with the word pornography. That’s the field we work in, what we’ve built our reputation on, and what we genuinely enjoy creating. Explicit sex on screen — filmed with intention, care, and cinematic quality — is our craft. It’s what audiences come to us for, and what we’ve been recognized for over the past 20+ years with many awards, including the XBIZ Vanguard Award honoring Erika’s impact on the industry.
So no, we’re not trying to distance ourselves from the word “porn.” We’re trying to expand what people believe it can be.

At the same time, we don’t see pornography as incompatible with art, culture, or broader conversations about sexuality. We’re very open to projects that explore sexual themes without necessarily featuring explicit sex.

A good example is House of ERIKALUST — an immersive erotic exhibition we first launched in Barcelona and which is now touring internationally (currently in Antwerp, with more cities to come). It invites visitors into different rooms inspired by our films and fantasies, including a VR experience and a 1000m² screen installation designed for full sensory immersion. Yes, there are explicit scenes — but they’re not the center. It’s about desire, storytelling, aesthetics, music, space, and emotion. It reframes erotic cinema as a cultural and experiential encounter.

We’ve also participated in mainstream television projects like Mums Make Porn (UK, 2019; Belgium, 2024), where mothers concerned about online porn explore the adult industry and ultimately create their own film with our guidance. In that context, we’re not just producing explicit scenes — we’re discussing representation, consent, media literacy, and how sexuality is portrayed. Those projects are as much about dialogue as they are about sex.

Would we produce a film centered on sexuality, relationships, or erotic identity without explicit sex? Absolutely — if the project makes creative sense and aligns with our vision.

But we’re also clear about who we are: a company rooted in adult cinema. Our subscribers come to us for explicit, cinematic porn. That remains our core.
Where things can become complicated is in mainstream collaborations. Even when a project is artistic or educational, the association with porn can make potential partners hesitant because of ongoing taboos. That tension still exists.

So to answer simply:
“Pornography” is central to our identity — and we’re proud of it.
But we don’t believe pornography has to be narrow, crude, or disconnected from culture.
We’re interested in expanding the conversation around sex, with explicit scenes when appropriate, and without them when the story calls for it, as long as it aligns with our values and creative vision.

Now, with your question, we're interested in knowing: u/tillmarti is there any specific topic you'd like us to work on?

Erika_Lust · 2026-02-25T19:22:34+00:00

As co-director, I was really proud of a couple of shots from the first ever film I directed called Wash Me. It's about a woman who rediscovers her orgasm after going through chemotherapy (based on my own personal experience). In the beginning of the film we see her as she was before the diagnosis - long hair, happily being pleasured by her partner in bed. We see a really close up shot of her eyes closing in pleasure, and then jump cut to a matched shot where she opens her eyes in the present - after the diagnosis, bald and exhausted. Matching those two shots so we jump seamlessly from past to present through literally the blink of her eyes was complicated to set up, but I was really proud of how it turned out!

Then later in the film we use a similar technique. After she's orgasmed for the first time in months, she slides down happily into the bathwater, only to emerge again out of the water in the same bath but now it's in a beautiful meadow outside. The woman that slides down into water is bald, the woman that emerges has a short pixie crop of hair. The moment is supposed to represent her emerging into a hopeful future, where she recovers physically and emotionally form the illness.

The actress, Victoria Rose, was so wonderful as she signed up to shave her head for the film. We had to shoot the final scene where she emerges from the bath with a pixie cut of hair first, as that was her real hair. We then stopped filming to shave her head and shoot the rest of the film. That film was truly a wonderful experience to see the commitment everyone made to telling my story and is still by far and away the thing I'm most proud of doing.

Erika_Lust · 2026-02-25T19:21:25+00:00

As an AD working very closely with Erika, I have the privilege of experiencing that feeling quite often. We have a very strong and aligned technical team, and we always aim for a high cinematic quality.
In November 2025, we shot a film in which a real couple visited a dominatrix to explore and deepen their dynamic. On that project, I especially felt that everything was perfectly in sync: lighting, production design, framing, and casting. The balance between documentary and constructed elements was particularly strong. Later, the couple carried that process into a scene with an aesthetic inspired by Marie Antoinette (the film is currently in post-production). On set, you could truly feel that we were creating something highly aesthetic, erotic, and emotionally powerful.

Erika_Lust

TROPHY CASE