The date is set. The venue, photographer and make up artist are booked. The team are on standby. Sounds like the preparations for a wedding! But we are actually talking about our recent photo shoot of our new AW18 and SS19 collections.
It is always exciting to see our designs come to life and and even more so to see them being photographed at the top of their game.
A lot of work goes on behind the scenes to come up with the magic that is captured on our website. 'Just the right' model (who epitomises our brand) and make up artist (who works their magic) are selected, the outfits are carefully curated to showcase (but not detract) from our jumpers and the venue is chosen for the perfect back drop. And all of this has to be captured by a skilled photographer. The pressure. Again, a bit like on your wedding day!
When you have all the right ingredients surely you can not fail to get the perfect result first time, right? Wrong! From the umpteen photos taken, a lot of which hit the cutting floor, it is then a laborious if not assuming, wrongly, a rather God-like judgemental role to select the best of the best to be retouched and resized.
It is fair to say, we are pretty happy with the results.