Text: Jiří Král Photo: Ilja Hubálek
Although it may sound surprising, photographing a fashion collection on location carries a distinctly adventurous air. And it hardly matters whether you are shooting on a deserted island or in the heart of a metropolis. Every step and every transfer must be planned carefully to the minute – you even have to factor in details such as ferry routes or the timing of the tide.
The whole journey begins with our designers. They come up with the theme around which the outfits will revolve, and then create the fashion collection. A selection process follows, during which we choose the finest pieces of clothing to go on sale. Once that is decided, we begin planning the shoot.
The first order of business is choosing the location. This year’s collection draws on the work of Hieronymus Bosch – a Dutch Renaissance artist whose paintings stand out for their vivid colours and unique patterns, and which symbolically depict human traits. Amsterdam was therefore an obvious choice – the capital lies just 80 kilometres from the painter’s homeland.
Once the location is chosen, an experienced photographer enters the scene. For the second time this year, that photographer is Robert Vano. Together with him, we set out well before the actual shoot for a three-day “scouting of the terrain”. As the professional, he helps us pick the specific spots where the most beautiful images will be captured. An inseparable part of the team is also the cameraman, who takes care of filming the videos as well as the final edit and post-production.
A new collection shoot naturally cannot do without models, with whom we always arrange cooperation for two collections at a time. The photographer often recommends models he enjoys working with and who are a good fit for a given collection. Each model represents one of the types of our customers. Accordingly, we create for each of them the style that will suit them best. What follows is the fitting, the process in which every item of clothing is tailored to each model so that it perfectly matches his figure.
After the styling and fitting of the models, the team leaders decide which outfit will best suit each location. Before departure we therefore put together a travel plan and a shoot script. In other words: where, when and for how long each outfit will be photographed. The exact transfers must be respected and every minute planned in advance. High and low tide, ferry arrivals or heavy traffic can significantly alter the appearance of the location being photographed.
All that remains is to arrange accommodation, pack the outfits and the whole team can set off. The shoot itself takes two to three days and involves ten to eleven people. These include, for example, the chief and assistant photographer, an assistant, a cameraman, a stylist, a make-up artist and the models. Altogether up to 7,000 photographs are taken, from which we choose the 200 best ones, which you can view in our magazine, on the website and in our stores.
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