Lights, camera, action!
Having been on set many times for other brands, the chaos of a photoshoot was no shock to me. No matter how organised you think you are, something always goes off-script. But you learn to lean into it and thankfully our team couldn’t have been more helpful, positive or fun to work with on the day.
The concept
Beyond The Wallflower was named with the idea that our clothing doesn’t stand quietly in the background, it takes centre stage. Any woman wearing it should feel the same way the moment she walks into a room. This collection is an introduction to the personality of Imaura: bold, spirited, expressive and completely unbothered by what anyone thinks.
To bring this to life, I wanted scenes rooted in London, the city where our brand began, styled with props, poses and a subtle sass that reflects our heroine. Our clothes are made to stand out, and the imagery needed to match that energy.
The vision included a city-garden picnic, a flower-shop moment and a sunny London street. But as we all know, the British weather loves drama. On the wettest day of the summer, our picnic was moved indoors by open balcony doors, our terrace shots were taken between downpours, and our street “catwalk” featured a very on-brand umbrella. The images may not be exactly what I first imagined, but the team made the day genuinely enjoyable and the final results still capture the fun, quirky character of Imaura.
What I’d do differently next time
Separate photography and videography.
If budget allowed, I’d split them across two days. I love what we created, but the rain and timing meant the story I had in mind wasn’t fully realised on video. For collection two, giving videography its own day will open up more original storytelling.
Have a ready-to-go Plan B for outdoor shoots.
Although our team navigated the weather brilliantly, we definitely lost time ideating new set-ups. More prep = more time capturing money-making shots.
Build buffer time into call times.
Someone will always be stuck in traffic or delayed by TfL, especially in London. Extra time never hurts, and it keeps the day running smoothly.
Prep linen with starch spray.
Linen is notoriously crease-prone, and even with relentless ironing, movement brings them right back. A light starch spray will be my go-to for future shoots.
All in all, we’re incredibly proud of our first shoot, and having such a talented, familiar, professional team made all the difference.
I hope you love the content and remember:
Wallflowers, it’s your time to bloom.