New collections mean new campaigns and key to this are Look Books!  A Look Book is exactly as it sounds, a small book with images of the collection being modelled to give the buyers an idea of not only the individual pieces but also about how we as a brand envisage it being worn.

Also as important are the E-com shoots. These are when we shoot each individual style for the website so that the customer can see clearly how a piece sits on the body and of how it can be styled.

We always have so much fun doing these and have built up a really great team including a photographer, hair and make up artists and styling assistants and of course our very own AMY LYNN team. Even during this crazy year we have been able to achieve some great shoots in some amazing locations!

Last month kicked it all off for the season with a SS21 shoot in Greece! 

The team was kept to a minimum to ensure all social distancing regulations were able to be maintained and so with little time to prepare MaÏra and Gregory jetted off to Vourvouvou near Thessaloniki in Greece with suitcases full of luscious samples to meet the rest of the shoot team who were already based there.  Our photographer George was at his family home near Vourvouvou during the lockdown and so we couldn’t believe our luck that he was already there and we had the inside info on all the best ( secret!) locations. With a skeletal team and lots of creativity we shot the most amazing campaign achieving truly inspirational shots. With just two days to achieve over 80 looks it was full on and so tiring!

So you think upon returning to London they could have a rest.. NO!  It was literally straight into a studio in East London to shoot for our website ready to launch AW20! With only days to prepare and plan the team were ready to go with some fantastic styling and some amazing directional images were achieved.  The images were edited quickly and we uploaded onto the website and launched AW20!

Next up was the E-Com shoot for SS21 which we all agreed afterwards was one of our best yet! We literally cannot wait to share these with you!  The images are so fresh and the styling so on point that we cannot wait to unveil this collection early next year.  In the meantime keep an eye on our Socials as there may be a sneak peek every now and then!