How a Modest Fashion Brand Shot Its Campaign By Fluke

Our hero campaign was shot by complete fluke.

We were shooting in a studio in Lisbon and Vogue Portugal had booked the space for the day. We were only shooting one modest dress so we managed to secure a tight window early in the morning. We moved through the shot list methodically with all of it mapped out because we had no room to run over.

We had gotten all our catalogue images done, some more editorial ones too, and had changed over to the Leica camera. (Incredible shots always guaranteed) We were completely out of time but the photographer told the model to just quickly move around in this more raw and industrial-like corner that faced the window which was casting a gorgeous natural light. The model was swooshing the long drape of the dress and then suddenly just dropped to the ground to relax as it was an intense and fast paced shoot.

The photographer never stopped shooting and this image was the outcome.

It has been a long-time mission to bring modest fashion to the forefront of the industry so that it no longer sits like a niche and it can be presented through a high-fashion, editorial lens, exuding the same level of expression as you would find in "mainstream" fashion.

When choosing a creative team for something as significant as a launch campaign shoot, you really have to trust in each of their expertise and know you can rely on their creative strengths to bring the best outcome. As a fresh new brand owner, I could never have expected to have found such enormous talents so early on in this journey. Not only was this particular shot a fluke, but also finding these extreme talents in a new and different country to me.

When you have such a particular vision for the brand you are so passionate about, its very easy to fall into the control-freak person. This shoot was testimony to the idea that you can plan every detail but some of the most powerful outcomes show up in the margins.

Creative Director: Chesca Deans

Photographer: Tatiana Lartseva

Model: Karyna Reshetnyk

HMUA: Liza May

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