The Shot We Didn't Plan
Why warmth, instinct and a little laughter changed the direction of a fashion campaign.
At the end of summer, on the morning of a fashion campaign shoot, my alarm went off at 4.30am. TFL strikes were already making travel across London difficult, so before anything creative could begin, there was the practical matter of getting everyone to set on time. By sunrise, the models, photographer and production team were on their way out of the city, and we arrived at a breathtaking golf course in Epping Forest with more than 30 looks to shoot. While hair and make-up got underway, I walked the location with the photographer and production team, looking for the light, the strongest backdrops and the angles that would make the garments feel most at home.
A few hours in, everything was technically working, but I felt the campaign needed more emotionally. The clothes looked good, but I kept thinking about who would actually be looking at these images and what I wanted them to feel. For this client, something too severe or overly fashion-led would have missed the point. The clothes needed to feel considered and luxurious, but also warm and approachable. One particular look, made in Holland & Sherry City of London fabric, became the turning point. We brought the designer into the frame with the models, they started smiling naturally and, almost without planning it, the image began to look like a family portrait. That photograph ended up becoming the client’s main homepage image. It was a useful reminder that the strongest campaign image is not always the most controlled one. Sometimes people respond far more instinctively to warmth, familiarity and a real expression than they do to something overly posed. There is absolutely a place for the harder, high-fashion image, but creative direction is also about knowing when that language is right for the audience in front of you. In this case, friendliness carried the clothes further than severity ever could. After a couple of weeks of post-production and colour grading, it became one of my favourite campaigns to date. Huge thanks to Body London Agency, the models, the production team and everyone on the client side who helped make the day work. We wrapped with dinner at Tanishh, watching the sun go down after what had been a very long day. Not a bad way to call it. Photography @jamesabel._ Production Assistant @stefcarli Models: @sonilobodiuk BODY LONDON AGENCY @bodylondon_ @ramonemorganbrown BODY LONDON AGENCY @bodylondon_ @alyona_sumara HMUA @amandarobbinsmakeup_official With a heartfelt gratitude to @loakeshoemakers and a special thanks to @tanishqrestaurantandbar
