Back in August we shot our first ever jacket range- The Commuter Jacket. The shoot was a huge success, a few last minute panics and late nights on the run-up to shoot-day but everything came together - perhaps a miracle in the midst of a pandemic?! in hind-sight, it was a shoot like no other. We had a one-way system, temperature checks on arrival and hand wash stations - who would have thought.
The glass and concrete-clad location in Manchester (obv it rained) was chosen due to its urban yet minimal aesthetic which works hand in hand with The Commuter Jacket. Here's a few behind the scenes pictures from our shoot and a bit about the skills and talent of who brought the images together.
Talent: Paris Chanel. Paris is a model from Liverpool who juggles uni and modelling. She brought incredible energy to the shoot and wore the Commuter Jacket so well. We thought her strong, yet approachable aesthetic would be perfect to represent our first collection.
Photographer: Portia Hunt. I've been following Portia on instagram for some time now. I've been a huge fan of her fashion week BTS and street style photography so when I reached out to her and we decided to work together I was obviously over the moon. I was in awe of her ability to show up to the shoot and work with just the natural light and her camera (We didn't use any additional photography equipment).
Hair and Make-up: Vera Mai Ha. Mai's a hair and makeup artist who's worked on editorials from Hunger to Contributor magazine, catwalk HMU and so much more. I've worked with Mai before when I lived in Manchester. We have a similar style and I know that Mai's approach to a natural look is right up my street so it wasn't really a question of who to get in touch with for hair and make-up when I was planning the shoot.
Creative Direction: Rhi. I'd been pulling together a mood board since the early days of Etikette for our first shoot. I sent this over to Portia and it all went from there. It was important that the product stood out in the way that I had set out to create - a versatile and practical outerwear basic that you still actually want to wear. The styling highlights true basics that will also remain on trend just like the jacket.
I was lucky to have my amazing friend Helen and my husband Jonny join us for the shoot and bring their creative opinions and extra pair of hands.